Impact of music on the dynamic perception of coffee and evoked emotions evaluated by temporal dominance of sensations (TDS) and emotions (TDE)

Abstract: The aim of the present work was to study the temporal effect of music on sensory perception and on the emotional changes while drinking coffee. Two different commercial filter coffees were evaluated by a group of 48 consumers using the Temporal Dominance of Sensations (TDS) method. The description was performed in silence and also while listening to two different musical fragments: one with a "sweet" connotation and the other with a "bitter" one. Under the same conditions (drinking coffee with and without musical stimuli), a different group of 72 consumers evaluated their perceived emotions (joy, fear, neutral, rejection, disgust, surprise, sadness and anger) by Temporal Dominance of Emotions (TDE). Data was analyzed by dominance curves and by ANOVA and MANOVA of the durations of dominance (for emotions and sensations). Coffee perception, in both cases, was modified by the musical stimuli. The duration of dominance of bitter was increased in the presence of "bitter" music, while it decreased with the "sweet" music. Moreover, the sweet attribute was practically not chosen for describing the coffee on its own, but its choice and duration as dominant increased while listening to the "sweet" musical fragment. Music had a larger impact on the perceived emotions. The "sweet" music was related to the emotion of joy, which was accompanied by surprise and also some sadness when drinking coffee (regardless of the type of coffee being drunk). The "bitter" music was linked to the emotions anger and fear. The effect of "sonic seasoning" and translation of emotions with a familiar product was observed