Play That One Again: the Effect of Music Tempo on Consumer Behaviour in a Restaurant

Clare Caldwell · Sally Ann Hibbert

61 citations0/0 files storedACR European Advances

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

ABSTRACT - The paper reports research into the effects of music tempo on consumer behaviour. A field experiment involving consumers dining at a restaurant was carried out to investigate the extent to which music tempo influences actual and perceived time spent dining and the amount of money spent. The results show that when slow music is playing, customers spend a significantly greater amount of time dining than when fast music is playing. There was some evidence that perceptions of time spent dining were influenced by the music, but not to a significant level. Finally, the music tempo was found to have a significant effect on money spent on both food and drink at the restaurant.

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References

1974An approach to environmental psychology 1982Using Background Music to Affect the Behavior of Supermarket Shoppers 1992An experimental approach to making retail store environmental decisions.1982The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach 1990Music, Mood, and Marketing 1983The effects of color in store design.1994The influence of in-store lighting on consumers' examination of merchandise in a wine store 1966"Arousal hypothesis" and the effects of music on purchasing behavior.

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