Sound Bites & Digital Seasoning

Although often considered as the forgotten flavour sense, what we hear – be it music, soundscape, or product sound – influences what we taste. For instance, loud noise has been shown to suppress our ability to taste sweetness, while enhancing the taste of umami. Furthermore, many studies have demonstrated sensation transference effects, whereby what we think about what we hear (and the ideas/concepts primed by such music or soundscapes), can be transferred to whatever we happen to be tasting. The emotions that can be induced by music can also influence the experience of taste. In this presentation, though, I want to take a closer look at the specific way in which what we hear influences what we taste: In particular, the focus will be on the latest research showing that the crossmodal correspondences between music and tastes, textures, aromas, and flavours can be systematically used to direct a listener’s attention to certain elements within the tasting experience. I will demonstrate how chefs, sound designers, culinary artists, brands, and psychologists are becoming increasingly interested in modifying the taste of food and drink through sound – think of it as digital, or sonic, seasoning. I will also stress why contemporary gastronomy and sensory apps offer a rich opportunity both to advance our theoretical understanding in this area, and also to impact consumer behaviour more generally.