Liking and congruency of sounds have been associated with food liking and pleasantness. A study by Woods et al. (2011)
showed a positive correlation between sound liking and food liking. Various savoury and sweet stimuli from soft and crunchy food categories were all rated lower in terms of both liking and taste intensity in loud compared to quiet sound conditions. Seo and Hummel (2011) further reported that auditory stimuli that were
congruent with odour would increase the pleasantness ratings of the odour stimulus. For example, the sound of a Christmas carol increased the pleasantness of cinnamon odour ratings. The authors
suggested the valence of the sound could influence the valence of the odour, regardless of the valence liking of the odour itself. The more the participants liked the sound, the more pleasant the odour
was rated