Playing (neo)classical music can influence consumer behavior by creating an atmosphere of exclusivity, increasing the perceived value of wines. Research has demonstrated that in such settings, consumers are more likely to choose higher priced wines, linking (neo)classical music with luxury and quality. Moreover, music can alter how wine is tasted and experienced (North, 2012), as the type of music can enhance sensory perceptions making wine seem richer, smoother, or more complex.
This relationship between music and wine is an example of how auditory stimuli, a category of priming, can influence decision making and selections of consumers. (Neo)classical music influences consumers to match their wine choices with the setting leading them to choose wines that feel suitable for the luxurious atmosphere the music creates.
An interesting location to explore that mystic relationship is at World of Wine (WOW) in Vila Nova di Gaia, Portugal. At WOW Porto a grand piano is strategically placed in the museum. There it can be demonstrated how solo piano music enhances the wine tasting experience.
WOW showcases how music and wine benefit from each other, letting visitors experience how music influences their wine tasting experience. A convincing demonstration of how the interplay between sound and taste can enrich the sensory discovery of wine🍷
Insights into this fascinating relationship offer opportunities for developing more effective sensory marketing strategies, including the use of sound stimuli in digital disruptive technologies such as augmented and virtual reality. This consideration is particularly relevant for enhancing marketing and sales in the wine industry as these technologies can enhance emotional engagement and influence purchasing decisions by creating immersive environments that complement the sensory journey of wine tasting
#wine #auditorystimuli #priming #neoclassical