14.54 Restaurant ambiance and consumer behavior.
There have been numerous studies investigating the effects of restaurant ambiance on consumer behavior. One study investigated the effects of musical genre on consumer spending.10 At a single high-end restaurant in England over a three-week period, there were a total of 141 participants; 49 of them were subjected to background pop music while dining, 44 to background classical music, and 48 to no background music. For each participant, the total food bill (in British pounds), adjusted for time spent dining, was recorded. The following table summarizes the means and standard deviations.
Background music |
|||
Pop | 21.912 | 49 | 2.627 |
Classical | 24.130 | 44 | 2.243 |
None | 21.697 | 48 | 3.332 |
Total | 22.531 | 141 | 2.969 |