環境音提示による食事の印象・価値変化の調査

In recent years, cross-modal technology, utilizing visual and auditory cues, has garnered attention as a method for altering the impression of meals. Some researchers have found that environmental sounds in dining environments, including chewing noises, background music, cooking sounds, and ambient chatter, can influence taste perception and alter the impression and flavor of meals. Since environmental sounds vary depending on the type of dining establishment, we anticipate that the specific environmental sounds of each food experience may affect the impression of meals. Furthermore, since the dining environment has been shown to affect the perceived value of a meal, it is reasonable to assume that environmental sounds can alter that value. Accordingly, this study investigates the changes in food experience and its perceived value resulting from the presentation of environmental sound cues. We evaluated the perceived prices of restaurants anticipated from 13 different environmental sounds, selecting two types of sounds associated with lower anticipated prices and two with higher anticipated prices. In the meal evaluation experiment, participants consumed cup ramen while being exposed to four selected types of environmental sounds and a control condition of silence (noise cancellation), allowing us to examine the changes in food experience and perceived value. The evaluation method for meal value utilized price as it is quantitative and easily assessable. The results of the evaluation experiment revealed that environmental sounds in dining establishments led to higher preferences, perceived tastiness, and satisfaction compared to the absence of sound.