Psychoacoustic characteristics of music soundtracks moderate juice taste perception

Eating and drinking constitute the most multisensory aspect of our daily lives. Altering external sensory factors, particularly auditory stimuli, has been suggested as a promising factor for influencing taste perception. In this context, this study investigated the effect of music on the taste of orange juice in a multisensory and controlled indoor environment laboratory (Sens i-Lab). We conducted a juice-tasting experiment, focusing on individuals' flavour perception while exposed to eight music soundtracks that were created, manipulating three sonic attributes (Articulation, Tempo and Pitch). The audio stimuli underwent analysis using various psychoacoustic parameters, including sound pressure level, loudness, sharpness, roughness, fluctuation, and tonality. Correlation analysis revealed specific patterns between the average taste ratings of orange juice and the psychometric characteristics of eight music soundtracks. The sweet flavour exhibited negative correlations with roughness. Besides, the sour and bitter taste showed positive correlations with sound level.