Play That One Again: the Effect of Music Tempo on Consumer

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

Автор: Clare Caldwell, University of Strathclyde, Scotland; Sally A. Hibbert, University of Strathclyde, Scotland

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.

Фрагмент взят: Clare Caldwell and Sally A. Hibbert (1999),"Play That One Again: the Effect of Music Tempo on Consumer Behaviour in a Restaurant", in E - European Advances in Consumer Research Volume 4, eds. Bernard Dubois, Tina M. Lowrey, and L. J. Shrum, Marc Vanhuele, Provo, UT: Association for Consumer Research, Pages: 58- 62.

Introduction

Service providers have shown growing interest in atmospherics as a means of enhancing the appeal of service environments and influencing consumer behaviour in service settings. Academic interest in this area has grown following Kotler's (1972/3) article emphasising the importance of atmospherics in the field of marketing and, moreso, since Donovan and Rossiter's (1982) application of Mehrabian and Russel's (1974) model of environmental psychology to the retail context. The research reported in this paper focuses on music as an element of the service environment. The influence of music on consumer behaviour within service environments has been studied by a variety of scholars (Milliman, 1982; 1986; Yalch and Spangenberg, 1990; North and Hargreaves, 1996). Understanding of the effects of music is particularly useful to service managers, as this element of the environment is relatively inexpensive and easy to control. Specifically, the paper examines the effects of music tempo on perceived and actual time spent in a restaurant and the amount of money spent.

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