Browsing BI Open by Author "Takahashi, Nozomi"

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Is classical music sweeter than jazz? Crossmodal influences of background music and taste/flavour on healthy and indulgent food preferences

Motoki, Kosuke; Takahashi, Nozomi; Velasco, Carlos; Spence, Charles (Journal article; Peer reviewed, 2021)

Store atmospheres are inherently multisensory and constitute an important driver of consumer behaviour. The research suggests that background music (as one element of the multisensory atmosphere) can influence consumer ...