wine

Music can influence our sense of taste

Posted by brand-sounds.com on June 03, 2014
Music curiosities, Sound Branding / No Comments

WineA study on music, wine and taste

A field study conducted by the Heriot Watt University, Edinburgh, UK, indicates that listening to music can affect the way wine tastes. The research showed that when a powerful, heavy piece of music is heard, a wine such as Cabernet Sauvignon is perceived as being 60 per cent more powerful, rich and robust than when no music is heard.

Prof Adrian North added: “It is widely acknowledged within the scientific community that music affects behaviour, however this is the first time it has been scientifically proven that music can affect perception in other senses and change the way wine tastes.

Read more here:

http://news.bbc.co.uk/2/hi/uk_news/7400109.stm

http://www.dailymail.co.uk/news/article-566314/The-music-makes-glass-wine-taste-better.html

http://www.telegraph.co.uk/news/uknews/1952381/Why-wine-tastes-better-with-music.html

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Listen to Jimi Hendrix – drink a glass of Cabernet Sauvignon

Posted by Birgit Elke on June 03, 2010
Music curiosities, Sound Branding / No Comments

A study on music, wine and taste

A field study conducted by the Heriot Watt University, Edinburgh, UK, indicates that listening to music can affect the way wine tastes. The research showed that when a powerful, heavy piece of music is heard, a wine such as Cabernet Sauvignon is perceived as being 60 per cent more powerful, rich and robust than when no music is heard.

Prof Adrian North added: “It is widely acknowledged within the scientific community that music affects behaviour, however this is the first time it has been scientifically proven that music can affect perception in other senses and change the way wine tastes.

Read on here:

http://news.bbc.co.uk/2/hi/uk_news/7400109.stm

http://www.dailymail.co.uk/news/article-566314/The-music-makes-glass-wine-taste-better.html

http://www.telegraph.co.uk/news/uknews/1952381/Why-wine-tastes-better-with-music.html

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Listen to French music – buy French wine

Posted by Birgit Elke on May 11, 2010
Music curiosities, Sound Branding / 1 Comment

A study on music, wine and will

A field study by North, Hargreaves and McKendrick investigated the extent to which stereotypically French and German music could influence supermarket customers’ selection of French and German wines. Music with strong national associations should activate related knowledge, and be linked with customers buying wine from the country concerned. Over a two week period, French and German music was played on alternate days from an in-store display of French and German wines. French music led to French wines outselling German ones, whereas German music led to the opposite effect on sales. Responses to a questionnaire suggested that customers were unaware of these effects of music on their product choices. The results are discussed in terms of their theoretical implications for research on music and consumer behaviour, and their ethical implications for the use of in-store music.

The full study is available online at PsychNet APA
http://psycnet.apa.org/index.cfm?fa=buy.optionToBuy&id=1999-13895-010&CFID=5706824&CFTOKEN=94893733

„The influence of in-store music on wine selections“ by Adrian C. North, David J. Hargreaves, and Jennifer McKendrick (1999). Journal of Applied Psychology, 84, 271-276.

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