Sounds Healthy: Cross-cultural auditory associations with ... · soundtracks influence food choice,...
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Introduction and Aims • Crossmodal correspondences bet- ween basic tastes and sound attributes have been well-documented (e.g., low pitch and bitterness, high pitch and sweetness). • Next step in sound-food research: Un- cover sonic associations with more ab- stract food-related concepts such as craving, satiation, or healthfulness • Study goal: To identify sound parame- ters that correspond to the experience of eating a healthy or unhealthy meal across three different cultures (UK, USA, China). Study Design • 315 participants from the UK (110, 78 F), US (100, 49 F), and China (105, 77 F) took part in an online study. • Participants imagined eating a healt- hy or unhealthy meal and chose sound clips that best matched the experien- ce. Results • Chi-squared tests of independence uncovered certain sound attributes which were matched with healthy/ unhealthy eating experiences at rates significantly higher than chance. • Cross-cultural similarities and differen- ces in healthy eating perceptions. Discussion and Conclusion • Across the three cultures, healthy ea- ting was consistently associated with high pitch, lack of distortion, and con- sonant harmony. • On the other hand, unhealthy eating was associated with low pitch, distor- ted notes, dissonant harmony, and loud volume. • The three cultures differed somewhat in the perception of healthy eating: Chinese consumers associated orga- nic and environmentally sustainable eating more than US and UK consu- mers. • Future directions: composing healthy and unhealthy soundtracks. Can such soundtracks influence food choice, preference, and eating behaviour (e.g. eating speed, quantity)? AARHUS UNIVERSITY Wang, Q. J. 1,2,3 , Mathiesen, S. L. 1 , Li , D. P. 1,3 , Spence, C. 2 , Byrne, D. V .1,3 1 Department of Food Science, Aarhus University, Denmark; 2 Department of Experimental Psychology, University of Oxford, UK 3 Sino-Danish Center for Education and Research, University of Chinese Academy of Sciences, China Sounds Healthy: Cross-cultural auditory associations with healthy eating for UK, US, and Chinese Consumers • Parameters tested: • Pitch (low, high) • Tempo (slow, fast) • Distortion (low, high) • Articulation (legato, staccato) • Consonance (consonance, disso- nance) • Volume (soft, loud) • Instrument (brass, choir, piano, strings, woodwind) • Genre (classical, hip-hop, jazz, rock) • Participants were asked what healthy eating signified for them. [email protected] References Biswas, D., Lund, K., & Szocs, C. (2018). Sounds like a healthy retail atmospheric strategy: Effects of ambient music and background noise on food sales. Journal of the Academy of Marketing Science, doi.org/10.1007/ s11747-018-0583-8 Forwood, S. E., Ahern, A. L., Hollands, G. J., Ng, Y.-L., & Marteau, T. M. (2015). Priming healthy eating. You can’t prime all the people all of the time. Appetite, 89, 93-102. North, A. C., Hargreaves, D. J., & McKendrick, J. (1999). The influence of in-store music on wine selections. Jour - nal of Applied Psychology, 84, 271-276. Rech, E., Pizzutti, C., & Yorkston, E. (2017). It ‘Sounds’ Healthy to Me! the Influence of Sound on Food Choice. In A. Gneezy, V. Griskevicius, and P. Williams (Eds), NA - Advances in Consumer Research Volume 45 (p. 1056). Duluth, MN: Association for Consumer Research. Spence, C., Reinoso-Carvalho, F., Velasco, C., & Wang, Q. J. (2019). Extrinsic auditory contributions to food per - ception & consumer behavior: an interdisciplinary review. Multisensory Research, 32, 275-318. Walker, R. (1987). The effects of culture, environment, age, and musical training on choices of visual metaphors for sound. Perception & Psychophysics, 42, 491-502. Wan, X., Velasco, C., Michel, M., Mu, B., Woods, A. T., & Spence, C. (2014). Does the type of receptacle influence the crossmodal association between colour and flavour? A cross-cultural comparison. Flavour, 3:3. Wan, X., Woods, A. T., Jacquot, M., Knoeferle, K., Kikutani, M., & Spence, C. (2016). The effects of receptacle on the expected flavor of a colored beverage: Cross-cultural comparison among French, Japanese, and Norwe- gian consumers. Journal of Sensory Studies, 31, 233-244. Figure 3 Figure 1
Transcript of Sounds Healthy: Cross-cultural auditory associations with ... · soundtracks influence food choice,...
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Introduction and Aims
• Crossmodal correspondences bet-ween basic tastes and sound attributes have been well-documented (e.g., low pitch and bitterness, high pitch and sweetness).
• Next step in sound-food research: Un-cover sonic associations with more ab-stract food-related concepts such as craving, satiation, or healthfulness
• Study goal: To identify sound parame-ters that correspond to the experience of eating a healthy or unhealthy meal across three different cultures (UK, USA, China).
Study Design
• 315 participants from the UK (110, 78 F), US (100, 49 F), and China (105, 77 F) took part in an online study.
• Participants imagined eating a healt-hy or unhealthy meal and chose sound clips that best matched the experien-ce.
Results
• Chi-squared tests of independence uncovered certain sound attributes which were matched with healthy/unhealthy eating experiences at rates significantly higher than chance.
• Cross-cultural similarities and differen-ces in healthy eating perceptions.
Discussion and Conclusion
• Across the three cultures, healthy ea-ting was consistently associated with high pitch, lack of distortion, and con-sonant harmony.
• On the other hand, unhealthy eating was associated with low pitch, distor-ted notes, dissonant harmony, and loud volume.
• The three cultures differed somewhat in the perception of healthy eating: Chinese consumers associated orga-nic and environmentally sustainable eating more than US and UK consu-mers.
• Future directions: composing healthy and unhealthy soundtracks. Can such soundtracks influence food choice, preference, and eating behaviour (e.g. eating speed, quantity)?
AARHUS UNIVERSITY
Wang, Q. J.1,2,3, Mathiesen, S. L.1, Li, D. P.1,3, Spence, C.2, Byrne, D. V.1,31Department of Food Science, Aarhus University, Denmark;2Department of Experimental Psychology, University of Oxford, UK3Sino-Danish Center for Education and Research, University of Chinese Academy of Sciences, China
Sounds Healthy: Cross-cultural auditory associations withhealthy eating for UK, US, and Chinese Consumers
• Parameters tested:• Pitch (low, high)• Tempo (slow, fast)• Distortion (low, high)• Articulation (legato, staccato)• Consonance (consonance, disso-
nance)• Volume (soft, loud)• Instrument (brass, choir, piano,
strings, woodwind)• Genre (classical, hip-hop, jazz, rock)
• Participants were asked what healthy eating signified for them.
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ReferencesBiswas, D., Lund, K., & Szocs, C. (2018). Sounds like a healthy retail atmospheric strategy: Effects of ambient music and background noise on food sales. Journal of the Academy of Marketing Science, doi.org/10.1007/s11747-018-0583-8
Forwood, S. E., Ahern, A. L., Hollands, G. J., Ng, Y.-L., & Marteau, T. M. (2015). Priming healthy eating. You can’t prime all the people all of the time. Appetite, 89, 93-102.
North, A. C., Hargreaves, D. J., & McKendrick, J. (1999). The influence of in-store music on wine selections. Jour-nal of Applied Psychology, 84, 271-276.
Rech, E., Pizzutti, C., & Yorkston, E. (2017). It ‘Sounds’ Healthy to Me! the Influence of Sound on Food Choice. In A. Gneezy, V. Griskevicius, and P. Williams (Eds), NA - Advances in Consumer Research Volume 45 (p. 1056). Duluth, MN: Association for Consumer Research.
Spence, C., Reinoso-Carvalho, F., Velasco, C., & Wang, Q. J. (2019). Extrinsic auditory contributions to food per-ception & consumer behavior: an interdisciplinary review. Multisensory Research, 32, 275-318.
Walker, R. (1987). The effects of culture, environment, age, and musical training on choices of visual metaphors for sound. Perception & Psychophysics, 42, 491-502.
Wan, X., Velasco, C., Michel, M., Mu, B., Woods, A. T., & Spence, C. (2014). Does the type of receptacle influence the crossmodal association between colour and flavour? A cross-cultural comparison. Flavour, 3:3.
Wan, X., Woods, A. T., Jacquot, M., Knoeferle, K., Kikutani, M., & Spence, C. (2016). The effects of receptacle on the expected flavor of a colored beverage: Cross-cultural comparison among French, Japanese, and Norwe-gian consumers. Journal of Sensory Studies, 31, 233-244.
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