Tasting in tune: The influence of music on taste evaluation under visual masking conditions

This study investigates the effect of music on the evaluation of drinks presented unmasked (in open cups) or masked (in closed cups with opaque lids). Participants tasted five drink samples (varying in color and flavor) while listening to a sweet (SW) and a non-sweet (NS) soundtrack (within participants). Listening to the SW (vs. NS) soundtrack significantly increased the reported sweetness of drinks, whereas the NS (vs. SW) soundtrack increased sourness ratings. Moreover, participants liked the samples more and provided higher pleasantness ratings in the SW music condition. The visual masking manipulation (unmasked vs. masked) did not influence taste ratings. However, participants in the unmasked condition ( n = 65) liked the samples more and rated them as more pleasant than those who tasted the masked samples ( n = 63). Moreover, a significant interaction between music and visual masking suggested that music increased pleasantness ratings only when the samples were visible. In contrast, in the masked condition, pleasantness ratings remained nearly unchanged. These findings emphasize the potential of music for improving taste perception independently of visual cues. However, they also indicate that the use of opaque lids can worsen the hedonic experience and reduce some of the beneficial effects of music in a drinking situation. • Sweet (vs. non-sweet music) increased sweetness and decreased sourness of drinks. • The drinks were liked more and evaluated as more pleasant with sweet music. • Visual masking decreased liking and pleasantness ratings. • The effect of music on taste was not enhanced by visually masking the drinks. • Music improved pleasantness more when drinks were unmasked.