Sound and its effect on taste has a huge impact on how brands in the F&B segment can build relationships with customers using sonic assets and a sonic brand identity. Rajeev Raja from BrandMusiq recently interviewed Professor Reinoso Carvalho, who researches auditory contributions to food perception and consumer behaviour, to explore the intrinsic linkage between sound and taste. Can sonic stimuli alter the perceived levels of sweetness or bitterness of the same bar of chocolate by changing the ambient music while eating it?
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