Could noise be affecting your coffee satisfaction? (Picture: Getty)
It’s been a while since we’ve encountered the hustle and bustle that goes on inside a coffee shop.
But a new study suggests that background noise can impact the way we enjoy our caffeine.
Research published in Food Quality and Preference examined the ways that different levels of noise can affect your coffee taste experience.
Participants were exposed to two different volumes of noise resembling the background noise of a busy food court while sipping on coffee.
They were then asked to rate the coffee’s taste in terms of acidity, bitterness and sweetness, as well as general flavour and aroma intensity.
Noisy settings might make coffee less enjoyable (Picture: Getty Images/iStockphoto)
Findings showed that people were less sensitive to taste when they were exposed to loud noises. Some judged the same coffee as less bitter and as having less of an aroma when they were played noises of a buzzing food court through headphones.
They were also less likely to buy a coffee when exposed to louder noises, compared to quieter ones.
What’s more, when participants were around a lower level of noise, they reported greater enjoyment of the same coffee – even saying it tasted more expensive.
According to the study, one possible explanation for this could be to do with a human’s attention span – so loud noises could slightly diminish a person’s ability to taste during their coffee experience.
Researchers commented that these findings ‘may have implications for cafes, roasters, and other stakeholders in the business of coffee experiences, who may want to consider noise as a possible element to control during the customer experience.’
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