Can music make wine taste better?
According to a theory known as the ‘Priming Effect’, the answer to this is yes. Various studies over time have monitored this phenomenon, but one of the most significant took place in 1999, when scientists decided to monitor the influence of music on wine purchases in wine stores.
When German music was played, a much higher concentration of German wines were purchased. The same effect took place for Spanish music and wine, as well as Italian. The ‘Priming Effect’ increases a particular area of our memory, influencing other decisions we make, which in this case means the wine that we purchase.
So let’s try our own experiment!…