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Effect of background noise on food perception
Open accessAbstract
We investigated the effects of auditory background noise on the perception of gustatory food properties (sugar level, salt level), food crunchiness and food liking. Participants blindly consumed different foods whilst passively listening to either no sound, or quiet or loud background white noise. The foods were then rated in terms of sweetness, saltiness and liking (Experiment 1) or in terms of overall flavour, crunchiness and liking (Experiment 2). Reported sweetness and saltiness was significantly lower in the loud compared to the quiet sound conditions (Experiment 1), but crunchiness was reported to be more intense (Experiment 2). This suggests that food properties unrelated to sound (sweetness, saltiness) and those conveyed via auditory channels (crunchiness) are differentially affected by background noise. A relationship between ratings of the liking of background noise and ratings of the liking of the food was also found (Experiment 2). We conclude that background sound unrelated to food diminishes gustatory food properties (saltiness, sweetness) which is suggestive of a cross-modal contrasting or attentional effect, whilst enhancing food crunchiness.
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Biswas, D., Lund, K., & Szocs, C. (2018) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-018-0583-8 · Cited by 295
“…quiet) airline cabin noise decreases the intensity of sweet solutions and increases the intensity of umami flavored solutions (Yan and Dando 2015), and that louder background noise decreases the perceived sweetness and saltiness and increases the perceived crunchiness of foods (Woods et al. 2011).”
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“[74] conducted studies assessing the impact of loud versus quiet background white noise (75–85 dB versus 45–55 dB) on the perception of sweetness, sourness and liking for a variety of foods.”
Background
Metadata
- Authors
- Woods, A. T., Poliakoff, E., Lloyd, D. M., Kuenzel, J., Hodson, R., Gonda, H., Batchelor, J., Dijksterhuis, G. B., & Thomas, A.
- Affiliations
- University of Manchester (GB)
- Unilever Research and Development Vlaardingen (NL)
- Corresponding author
- Woods, A.T.
- Venue
- Food Quality and Preference
- Publisher
- Elsevier BV
- Published
- 2011-01
- Volume
- 22
- Issue
- 1
- Pages
- 42-47
- ISSN
- 0950-3293 (ISSN-L)
- OpenAlex
- W2142059242
- Cited by
- 192
- References
- 41
- Citations by year
- 2026: 8 · 2025: 10 · 2024: 12 · 2023: 14 · 2022: 14 · 2021: 11 · 2020: 16 · 2019: 18 · 2018: 11 · 2017: 9 · 2016: 10 · 2015: 29 · 2014: 11 · 2013: 8 · 2012: 7
- FWCI
- 7.91
- Type
- journal article
- Language
- en
- Open access
- green
- research.wur.nl
- Locations
- Food Quality and Preference (publishedVersion)
- Research Explorer (The University of Manchester) (publishedVersion)
- Socio-Environmental Systems Modeling (acceptedVersion)
- Research Explorer (The University of Manchester) (submittedVersion)
- Data Archiving and Networked Services (DANS) (submittedVersion)
- Funders
- Nuffield Foundation
- European Commission
- Topics
- Social Sciences › Psychology › Experimental and Cognitive Psychology › Multisensory perception and integration
- Life Sciences › Agricultural and Biological Sciences › Food Science › Sensory Analysis and Statistical Methods
- Life Sciences › Neuroscience › Cognitive Neuroscience › Tactile and Sensory Interactions
- Keywords
- background noise, food perception, taste perception, sweetness, salty taste, food liking, attentional effects, white noise, flavor perception
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