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Table 2 Results of a study demonstrating that even regular consumers pay surprisingly little attention to what they hear while eating and drinking (Source:[14])

From: Eating with our ears: assessing the importance of the sounds of consumption on our perception and enjoyment of multisensory flavour experiences

  Vision Touch Audition Smell Taste
Food and drink 4.2 3.1 1.7 4.2 4.9
Soft drink 3.9 2.5 1.9 4.1 4.9
Cheese 4.1 3.3 1.5 4.3 4.9
Apple 4.4 3.8 1.9 3.8 4.9
Meats 4.5 2.9 1.5 4.5 4.8
Cookies 4.1 3.3 1.9 4.3 4.9
  1. The results (mean ratings are shown) of a study in which 80 participants were asked ‘How important is it to you how a [product] feels/smells/sounds/looks/tastes?’ on a 5-point category scale (1 = very unimportant, 2 = unimportant, 3 = not important/not unimportant, 4 = important, and 5 = very important).