Music can be the ultimate mood setter. Faster beats ignite excitement while slower music can help you relax. And, it seems music can make all the difference in what we order at a restaurant.
Dipayan Biswas, PhD, at the University of South Florida conducted the first study on how the volume of ambient music helped to manipulate buying healthy versus non-healthy menu choices. In marketing studies, food sales have been controlled by lighting, scent and décor but the findings from Dr. Biswas show that restaurant managers can now add music to influence sales.
Music volume has an impact on heart rate and arousal. Softer music is calming, which the researchers showed made people more mindful of what they ordered. Louder music increased stimulation and stress causing the diners to order more choices like cheeseburgers and fries.
Background music can become a strategic marketing tool for stores and restaurants. Listen carefully next time you grocery shop or eat out – don’t let the music dictate your choices.
