Assessing the Effect of Musical Congruency on Wine Tasting in a Live Performance Setting
Open accessAbstract
At a wine tasting event with live classical music, we assessed whether participants would agree that certain wine and music pairings were congruent. We also assessed the effect of musical congruency on the wine tasting experience. The participants were given two wines to taste and two pieces of music—one chosen to match each wine—were performed live. Half of the participants tasted the wines while listening to the putatively more congruent music, the rest tasted the wines while listening to the putatively less congruent music. The participants rated the wine–music match and assessed the fruitiness, acidity, tannins, richness, complexity, length, and pleasantness of the wines. The results revealed that the music chosen to be congruent with each wine was indeed rated as a better match than the other piece of music. Furthermore, the music playing in the background also had a significant effect on the perceived acidity and fruitiness of the wines. These findings therefore provide further support for the view that music can modify the wine drinking experience. However, the present results leave open the question of whether the crossmodal congruency between music and wine itself has any overarching influence on the wine drinking experience.
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Similar sonic seasoning effects involving sweetness have been found in a range of food and beverage stimuli ranging from juice to beer, and from chocolate to wine.
“Similar sonic seasoning e ects, specifically involving sweetness, have since been found in a range of food and beverage stimuli ranging from juice to beer, and from chocolate to wine [9,24,25,27,90,91].”
From The Role of Intrinsic and Extrinsic Sensory Factors in Sweetness Perception of Food and Beverages: A Review (2019) · cites this paper as [91]
The Discussion (page unavailable) reports that music changed perceived acidity and fruitiness in wine, supporting the wine example. It proposes a link between the fruitiness effect and sweetness, but the study did not report a change in perceived sweetness. This source therefore does not establish the specifically sweetness-related effect attributed to it. (LLM, conf=0.87)
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- Authors
- Wang, Q. (., & Spence, C.
- Affiliations
- University of Oxford (GB)
- Corresponding author
- Spence, Charles
- Venue
- i-Perception
- Publisher
- SAGE Publications
- Published
- 2015-06-01
- Volume
- 6
- Issue
- 3
- Pages
- 2041669515593027-2041669515593027
- ISSN
- 2041-6695 (ISSN-L)
- PMC
- PMC4934607
- OpenAlex
- W1832271583
- Cited by
- 64
- References
- 30
- Citations by year
- 2026: 4 · 2025: 1 · 2024: 5 · 2023: 5 · 2022: 3 · 2021: 6 · 2020: 10 · 2019: 11 · 2018: 8 · 2017: 3 · 2016: 3 · 2015: 4
- FWCI
- 9.07
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Locations
- i-Perception (publishedVersion, cc-by)
- Europe PMC (PubMed Central) (publishedVersion, cc-by)
- PubMed Central (publishedVersion, cc-by)
- PubMed (publishedVersion)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
- Funders
- Arts and Humanities Research Council (AH/L007053/1)
- Topics
- Social Sciences › Psychology › Experimental and Cognitive Psychology › Multisensory perception and integration
- Social Sciences › Business, Management and Accounting › Tourism, Leisure and Hospitality Management › Wine Industry and Tourism
- Life Sciences › Neuroscience › Cognitive Neuroscience › Neuroscience and Music Perception
- Keywords
- crossmodal congruency, taste perception
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