The effect of background music on sensory evaluation of craft beer




Beer; Musical genre; Sensory perception; TDS; Acceptability.


The present study sought to evaluate the influence of different musical genres on the temporal description of sensations and the global acceptability of IPA New England style craft beer. The dominant sensations were determined using the temporal dominance of sensations (TDS) method with 50 participants submitted to five sound conditions: absence of music and four musical genres (classic rock, sertanejo, pop and soft rock). The sensorial acceptability of craft beer was assessed using the 9-point hedonic scale, with 140 consumers, in the same consumption contexts. The TDS curves indicated significant diferences (p < 0.05) in sensory perception of the beverage in the different consumption environments. The bitterness sensation was present in all sound conditions. However, for each musical genre a different sensation was present, reported as fruity flavor for classic rock, refreshing for pop, lightness for soft rock and astringency for sertanejo. Craft beer showed greater acceptance when consumed to the sound of classic rock. Thus, some musical genres can be effectively used to influence the experience of tasting and consuming food and beverages, such as craft beer, making it possible to modify or intensify the dominant sensation and acceptability of the beverage. In addition, ambient music can be used by producers and traders as a tool to differentiate and expand the attractions for the target audience of this product.


Araújo, F. B., Silva, P. H. A. & Minim, V. P. R. (2003). Perfil sensorial e composição físico-química de cervejas provenientes de dois segmentos do mercado brasileiro. Revista Ciência e Tecnologia de Alimentos, 23(2), 121–128.

Björkman, I., Karlsson, F., Lundberg, A. & Frisman, G. H. (2013). Gender differences when using sedative music during colonoscopy. Gastroenterology Nursing, 36(1), 14–20.

Biswas, D., Lund, K., Szocs, C. (2019). Sounds like a healthy retail atmospheric strategy: Effects of ambient music and background noise on food sales. Journal of the Academy of Marketing Science, 47, 37–55, 2019.

Blood, A. J. & Zatorre, R. J. (2001). Intensely pleasurable responses to music correlate with activity in brain regions implicated in reward and emotion. Proceedings of the National Academy of Sciences, 98(20), 11818–11823.

Brejas. Roteiro para Degustação e Avaliação de Cervejas. Disponível em: <>. Acesso em: 4 out. 2017.

Carvalho, N. B., Minim, L. A., Nascimento, M., Ferreira, G. H. C. & Minim, V. P. R. (2018). Characterization of the consumer market and motivations for the consumption of craft beer. British Food Journal, 7(4–6) SPEC. ISS., 24-33.

Eitan, Z. & Timmers, R. (2010). Beethoven’s last piano sonata and those who follow crocodiles: Cross-domain mappings of auditory pitch in a musical context. Cognition, 114(3), 405–422.

Iwanaga, M., Kobayashi, A.& Kawasaki, C. (2005). Heart rate variability with repetitive exposure to music. Biological Psychology, 70(1), 61–66.

Kantono, K., Hamid, N., Shepherd, D., Yoo, M. J. Y., Grazioli, G. & Carr, T. (2016). Listening to music can influence hedonic and sensory perceptions of gelati. Appetite, 100, 244-255.

Knöferle, K. & Spence, C. (2012). Crossmodal correspondences between sounds and tastes. Psychonomic Bulletin and Review, 19(6), 1–15.

Lawless, H. T.; & Heymann, H. (2010). Sensory Evaluation of Food: Principles and Practices. 2ª ed. Springer. 596 p.

Norman-Haignere, S.; Kanwisher, N. G.; Mcdermott, J. H. (2015). Distinct Cortical Pathways for Music and Speech Revealed by Hypothesis-Free Voxel Decomposition. Neuron, 88(6), 1281–1296.

North, A. C. (2012). The effect of background music on the taste of wine. British Journal of Psychology, 103(3), 293–301.

North, A. C., Hargreaves, D. J. & Mckendrick, J. (2000). The effects of music on atmosphere in a bank and a bar. Journal of Applied Social Psychology, 30(7), 1504–1522.

Nunes, C. A. & Pinheiro, A. C. M. (2012). Sensomaker. Version 1.8. Lavras: UFLA, Software.

Pineau, N. & Schlich, P. (2015) Temporal dominance of sensations (TDS) as a sensory profiling technique. Cambridge: Woodhead Publishing Limited, 584 p.

Pineau, N., Bouillé, A. G., Lepage, M., Lenfant, F., Schlich, P., Martin, N. & Rytz, A. (2012). Temporal Dominance of Sensations: What is a good attribute list? Food Quality and Preference, 26(2), 159–165.

Ramírez, G. P., Martínez, A. S., Fernandez, V. M., Corti Bielsa, G., & Farina, W. M. (2010). The influence of gustatory and olfactory experiences on responsiveness to reward in the honeybee. PLoS One, 5(10), e13498.

Reinoso-Carvalho, F., Wang, Q. J., Van Ee, R. & Spence, C. (2016). The influence of soundscapes on the perception and evaluation of beers. Food Quality and Preference, 52, 32-41.

Reinoso- Carvalho, F., Dakduk, S., Wagemans, J. and Spence, C. (2019). Not Just Another Pint! The Role of Emotion Induced by Music on the Consumer's Tasting Experience. Multisensory research, 32, 4-5.

Schellenberg, E. G. & Hallam, S. (2005). Music listening and cognitive abilities in 10- and 11-year-olds: the blur effect. Annals of the New York Academy of Sciences, 1060, 202–209.

Seo, H. S. & Hummel, T. (2011). Auditory-olfactory integration: Congruent or pleasant sounds amplify odor pleasantness. Chemical Senses, 36(3), 301–309.

Spence, C. (2012). Auditory contributions to flavour perception and feeding behaviour. Physiology and Behavior, 107(4), 505–515.

Spence, C., & Shankar, M. U. (2010). The influence of auditory cues on the perception of, and responses to, food and drink. Journal of Sensory Studies, 25(3), 406-430.

Spence, C., Michel, C. & Smith, B. (2014). Airplane noise and the taste of umami. Flavour, 3(2), 1–4.

Spence, C., Velasco, C. & Knöferle, K. (2014). A large sample study on the influence of the multisensory environment on the wine drinking experience. Flavour, 3(1), 8-19.

Stafford, L. D., Fernandes, M. & Agobiani, E. (2012). Effects of noise and distraction on alcohol perception. Food Quality and Preference, 24(1), 218–224.

Stroebele, N., & De Castro, J. M. (2004). Effect of ambience on food intake and food choice. Nutrition, 20(9), 821-838.

Thompson, W. F., Schellenberg, E. G. & Husain, G. (2001). Arousal, mood, and the Mozart effect. Psychological Science, 12(3), 248–251.

Tieppo, G. M. S., Reis, G. G. & Picchiai, D. (2016). Mozart, Rock e a Ativação da Criatividade. Revista de Administração Contemporânea, 20(3), 261–282.




How to Cite

PAULO, F. J. de .; SIMIQUELI, A. A. .; TABET, C. J. .; CREPALDE, L. T. .; MINIM, L. A. .; MINIM, V. P. R. . The effect of background music on sensory evaluation of craft beer. Research, Society and Development, [S. l.], v. 11, n. 9, p. e27611931620, 2022. DOI: 10.33448/rsd-v11i9.31620. Disponível em: Acesso em: 17 aug. 2022.



Exact and Earth Sciences