Abstract The present research investigates the general effect of auditory noise control in individual’s eating and drinking experiences. In particular, the study applied passive vs active commercial headphone noise control techniques to an urban drinking situation. Here, each participant drank twice the same coffee while exposed to a louder (~85 dBA) vs less loud (−20 dBs) version of the same background noise of a food court in busy hours. Note that by loud, louder, and less loud, we are referring to differences in the sound level of the noise. Results suggest that most consumers tend to be less sensitive to specific sensory and hedonic attributes of the coffee under louder noise (sweetness, bitterness, acidity, flavor/aroma intensity, flavor-liking, sound-liking, flavor-sound-matching), and less willing to pay and purchase the coffee, relative to less loud sounds. This was more evident concerning the perceived bitterness and aroma intensity of the coffee. The effects reported are mainly attributed to the differences in noise level during taste, and discussed based on theory on crossmodal correspondences, and attention (e.g., louder noise may diminish the ability to attend to specific elements of the experience). When thinking of public health, for example, these results suggest that differences in urban noise level may moderate behavior during food/drink situations (e.g., potentially modulating sugar intake).

中文翻译：

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噪音控制对咖啡品尝体验的影响

摘要 本研究调查了听觉噪声控制对个人饮食体验的一般影响。特别是，该研究将被动与主动商业耳机噪声控制技术应用于城市饮酒情况。在这里，每个参与者都喝了两倍相同的咖啡，同时在繁忙的时间里暴露在更大声 (~85 dBA) 与更小声 (-20 dBs) 版本的美食广场相同的背景噪音中。请注意，大声、更大声和更小声，我们指的是噪音的声级差异。结果表明，大多数消费者往往对噪音较大的咖啡的特定感官和享乐属性不太敏感（甜味、苦味、酸度、风味/香气强度、风味喜好、声音喜好、风味-声音匹配），并且不太愿意支付和购买咖啡，相对于不太响亮的声音。这在咖啡的感知苦味和香气强度方面更为明显。报告的影响主要归因于味觉过程中噪音水平的差异，并基于交叉模式对应理论和注意力（例如，较大的噪音可能会降低关注体验的特定元素的能力）进行讨论。例如，在考虑公共卫生时，这些结果表明城市噪音水平的差异可能会缓和食物/饮料情况下的行为（例如，可能会调节糖的摄入量）。和注意力（例如，更大的噪音可能会削弱关注体验中特定元素的能力）。例如，在考虑公共卫生时，这些结果表明城市噪音水平的差异可能会缓和食物/饮料情况下的行为（例如，可能会调节糖的摄入量）。和注意力（例如，更大的噪音可能会削弱关注体验中特定元素的能力）。例如，在考虑公共卫生时，这些结果表明城市噪音水平的差异可能会缓和食物/饮料情况下的行为（例如，可能会调节糖的摄入量）。