There’s more to your take on a wine’s flavour than what your taste buds tell you.
Issue 3921 2nd July 2015
If you hear classical rather than top-40 music in your supermarket wine department, watch out. Classical music has been found to trigger feelings of affluence, encouraging you to buy more expensive wine. It’s also been discovered that playing French (accordions) and German music (an oompah band) significantly boosted sales of French and German wines. Adrian North, a professor of psychology at Heriot-Watt University, Edinburgh, wondered: “Could music influence the taste of wine?” After analysing the perceptions of 250 students given samples of Chilean cabernet sauvignon and chardonnay…
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