Student: Sara Bidello

Exam: Research Methods

Professor: Dikčius

The impact of music on consumer behavior in restaurants

Literature review

Researchers have frequently investigated whether music affects consumer behavior and how; in
doing so, they have used various theoretical models. Andersson et al. (2012) built their research
on a two-dimensional model (derived from the Mehrabian-Russell model), according to which
environment affects two emotional states, pleasure and arousal, and leads to two different
behaviors: either approach or avoidance (Andersson et al., 2012). Despite the frequent use of this
model, Morin et al. (2007) demonstrated the validity of another model, the so called dual model
of environmental perception. By adopting this model, it is possible to explore the process through
which music affects servicescape, “which then exercises direct and provider-mediated effects on
service outcomes” (Morin et al., 2007).

When studying the impact of music on consumer behavior, restaurants have frequently been used
as servicescapes. Harrington et al. (n.d.) argue that positive behaviors (i.e. increased dining time
and spending) occur if there is congruence between music type and restaurant (or menu) type.
Nevertheless, some factors (i.e. age, music preferences and meal period) strongly influence the
service outcome (Harrington et al., n.d.). The relevance of the congruity between music genre and
products is also supported by North et al. (2015) in which the authors affirm that hearing a specific
genre of music activates related concepts in memory, which then influence the choice of the
product.

Investigating further, Fiegel et al. (2014) proved that the type of food (emotional/non emotional)
and the source of music performer (single/multiple performers) are also able to influence the
service outcome. In addition, consumers appreciate food significantly more while listening to jazz
music instead of hip hop (Fiegel et al., 2014). On the opposite, different findings reveal that the
type of music played in a restaurant is less relevant than volume, as low volume increases levels
of expenditure on food and drinks. (Sullivan, 2002) .
Student: Sara Bidello
Exam: Research Methods
Professor: Dikčius

References

Andersson et al. (2012) “Let the music play or not: the influence of background music on
consumer behavior”. Published by Elsevier Ltd.

Fiegel et al. (2014) “Background music genre can modulate flavor pleasantness and overall
impression of food stimuli”. Published by Elsevier Ltd.

Harrington et al. (n.d.) “Music preferences in casual restaurants: guest responses to music
characteristics and cuisine”.

Morin et al. (2007) “The role of pleasant music in servicescapes: a test of the dual model of
environmental perception”. New York University. Published by Elsevier Ltd.

North et al. (2015) “Music congruity effects on product memory, perception and choice”.
Published by Elsevier Inc. on behalf of Society affiliation: New York University.

Sullivan (2002) “The impact of pitch, volume and tempo on the atmospheric effects of music".
International Journal of Retail & Distribution Management, Vol. 30 Issue: 6, pp.323-330