We introduce a novel methodology to assess the influence of the emotion induced by listening to music on the consumer's multisensory tasting experience. These crossmodal effects were analyzed when two contrasting music tracks (positive vs negative emotion) were presented to consumers while tasting beer. The results suggest that the emotional reactions triggered by the music influenced specific aspects of the multisensory tasting experience. Participants liked the beer more, and rated it as tasting sweeter, when listening to music associated with positive emotion. The same beer was rated as more bitter, with higher alcohol content, and as having more body, when the participants listened to music associated with negative emotion. Moreover, participants were willing to pay 7-8% more for the beer that was tasted while they listened to positive music. This novel methodology was subsequently replicated with two different styles of beer. These results are discussed along with practical implications concerning the way in which music can add significant value to how a consumer responds to a brand.

中文翻译：

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不只是另一品脱！音乐诱发的情感在消费者品尝体验中的作用。

我们引入了一种新颖的方法来评估听音乐引起的情绪对消费者的多感官品尝体验的影响。在品尝啤酒的同时向消费者展示了两条对比鲜明的音乐曲目（正面情感与负面情感），分析了这些跨峰效应。结果表明，音乐触发的情感反应影响了多感官品尝体验的特定方面。参加者在聆听与积极情绪相关的音乐时，更喜欢啤酒，并且将其评为品尝更甜。当参与者听与负面情绪相关的音乐时，同一杯啤酒被评为更苦，酒精含量更高，并且身体更丰满。此外，参与者愿意为听正面音乐时品尝的啤酒多付7-8％的费用。这种新颖的方法随后被复制为两种不同风格的啤酒。讨论了这些结果以及有关音乐可以为消费者对品牌的反应方式增加重大价值的方式的实际含义。