The effects of salience of the sound of food on consumption

In order to promote their products, food marketers use labels (e.g., crunchy) to make salient the sound created by the food when it is eaten. Will merely making the sound of the food salient (without changing its actual sound) affect consumption? The extant literature is silent on this question. Addressing this gap, we propose that the mere salience of the food's sound can impact consumption. In three studies, we find that the salience of the...