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A multisensory wine tasting experience : the influence of (in)congruent room design on taste perception and liking

Lagraauw, D.M. (2019) A multisensory wine tasting experience : the influence of (in)congruent room design on taste perception and liking.

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Abstract:Purpose The purpose of this experiment was to explore the combination of (in)congruent ambient music (sweet vs. sour) and ambient lighting (red vs. green) on the taste of a sweet and a dry white wine. Sensitivity to room design (SRD) was measured to find effect of personal characteristics on the multisensory wine tasting experience. Design A 2 (sweet ambient music vs. sour ambient music) x 2 (red ambient lighting vs. green ambient lighting) x 2 (low SRD vs. high SRD) field experiment was performed. In a restaurant, two congruent and two incongruent room designs were created by using different combinations of ambient colored lighting and ambient music. The taste of the wines and SRD were measured using paper questionnaires. Findings The field experiment showed that incongruent room design emphasized specific taste aspects in white wine and increased liking. Sweet white wine tasted more sour in the incongruent room designs. The dry white wine was liked more in the incongruent room designs. Moreover, the congruent ‘sour room’ made the sweet white wine taste less salty and more fruity. Practical recommendations If a restaurant or wine tasting event uses ambient colored lighting and ambient music to influence wine tasting, it is recommended that they use incongruent stimuli. Future implications As the findings do not all support former results of similar studies, future experiments should be performed in realistic settings more often. Also personal characteristics should be measured and type of wine should be considered.
Item Type:Essay (Master)
Clients:
Fellini, Enschede, The Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 43 environmental science, 76 recreation, leisure
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/79814
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