Exploring the Effects of Music Atmospherics on Menu Item Selection

Abstract

This study attempts to determine the effects of music genre and intensity on patron's ethnic menu item selection at a military dining facility in the Southwestern United States. The experiment was conducted during six two-hour lunch periods. Eight hundred and fifty eight responses were collected. A modified Mehrabian-Russell Model was used as the experimental design. Fixed effects multinomial logistic regression (MLR) was used to analyze the data. It was discovered that the presence of ethnic music has a significant effect on the selection of ethnic entrées. Specific levels of music intensity of an ethnic genre were also found to have a significant impact on ethnic menu item selection. Finally, several moderating variables-age, gender, and general likings for the ethnic meals-significantly affected the relationship between music genre and intensity on ethnic menu item selection.

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