The effect of musical style on restaurant customers' spending
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Classical music, pop music, and no music were played in a British restaurant over the course of 18 evenings. The mean spend per head for each table was calculated for starters, main courses, desserts, coffee, bar drinks, wine, overall drink bill, overall food bill, and total spend. Total time spent in the restaurant was also measured. A MANOVA analysis revealed that there was an overall significant difference between the conditions with classical music leading to higher spending than both nomusic and pop music. Univariate analyses indicated that there were differences between the conditions on mean spend per head on starters, coffee, total spend on food, and overall spend. These findings were consistent with the limited previous research, which indicated that the playing of background classical music led to (a) people reporting that they were prepared to spend more and (b) higher actual spending. The results indicate that restaurant managers can use classical music to increase customerspending, and the results are discussed in terms of three possible explanations for this.
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Yeoh, J.; North, Adrian (2010)This study investigated the impact of musical ‘fit’ on memory for items. Participants were asked to recall 20 items they had seen while listening to either rock music or classical music. Some of the 20 items were associated ...
Yeoh, J.; North, Adrian (2010)Previous studies have claimed that music can prime the selection of certain products and influence consumers’ propensity to spend because it activates related knowledge of the world and subsequently raises the salience ...
Krause, Amanda; North, Adrian (2017)This study uses Mehrabian and Russell's () Pleasure-Arousal-Dominance (PAD) model to consider how responses to both the music heard and overall in-situ listening experience are influenced by the listener's degree of control ...