Exploring the Effects of Auditory Stimuli on Consumption Behaviour (I): A Review

Since the 1950s, research has shown that various aspects of of food and beverage consumption can be influenced by the auditory environment in which the consumer happens to find themselves. Indeed, specific auditory stimuli have been used deliberately in the retail, food, and advertising industries to influence consumers' food/drink behaviour and perception. This narrative historical review summarizes what is currently known concerning the influence of auditory stimuli on people's eating and drinking behaviours. The auditory stimuli evaluated include background noise and music, soundscapes, mastication sounds, cooking and other food preparation sounds, food-packaging sounds, and even sound symbolism in the case of food and/or drink product names. The review concludes with a discussion on the mechanisms (including mediators and moderators) underpinning the influence of auditory stimuli on people's consumption behaviour. According to the research outlined here, auditory stimuli have the potential to impact the consumer's food and drink behaviours, including their food or drink intake, consumption rate, and choice.