Page 22 - #59 English

c Coffee & Five Sense

Like smell, hearing can also misdirect us, our food tasting will

be affected by these misjudgments.

HEARING like we are eating them as well. However, if the person who is eating chips is not making any
For example, when someone close to us is eating chips, the crunchy sound will make us feel
︴
noises, do you think you will still want to try his food?

The researchers from Oxford University did
some series of experiments on how hearing can affect
our taste. In one of the experiments, they asked two
groups of people to taste the same oysters. One group
of people listened to the sound of ocean wave while
they were enjoying their oysters, and the other group
listened to the sounds of chicken while they were
eating their food. So which group will seem to enjoy
their food more? The results established listening to
the ocean wave was way more enjoyable than listen- Create customized music environment to improve the consumers’ experiences.
ing to a chicken. Another experiment showed that
two groups of people that listened to different fre-
quencies while eating the same food, tasted same
food absolutely different.
According to a research that was held by a Brit-
ish scientists, noise will reduce people’s taste when
they are eating, however people can amplify their
taste buds by being in a much quieter environment.
On the other hand, noise will stimulate people to
consume more drinks at the bar; this shows exactly
why bars always play loud music. However, more
elegant restaurants will use a softer music to let their
customers to taste every bit of the food.
Create customized music environment to im-
prove the consumers’ experiences.

The conclusion that the researchers at the Oxford People
University got from all those experiments is that if you were asked
mix your customized music and match with your food to taste same
perfectly, your customers will have an amazing experi- oysters
ence. “When people are enjoying food or drinks, you
can provide a special customized music to create a
unique tasting experience.” A famous wine brand Mon-
tes did a research that showed when tasting different
bottles of wine, it is recommend that you play some
appropriate music in order to encourage people to
buy these bottles of wine. For instance, when tast-
ing cabernet sauvignon, you can play All Along the
Watch Tower by Jimi Hendrix, or if people are
tasting chardonnay, you can choose Atomic by
Blondie for your background music. sounds of waves Chicken gurgling

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