European Advances in Consumer Research Volume 4, 1999 Pages 58-62
PLAY THAT ONE AGAIN: THE EFFECT OF MUSIC TEMPO ON CONSUMER
BEHAVIOUR IN A RESTAURANT
Clare Caldwell,University of Strathclyde,Scotland
Sally A. Hibbert,University of Strathclyde,Scotland
The paper reports research into the effects of music tempo on consumer behavior. 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.
Articles showed out the impact of background music on consumer behavior of customer in restaurant by analysis of the three assumptions .
H1: Music tempo will affect actual time spent in the restaurant such that individuals dining under the slow tempo condition will spend more time in the restaurant than individuals dining under the fast tempo condition.
H2: Music tempo will influence perceived time spent in the restaurant. Individuals dining under the slow tempo condition will under-estimate time spent in the restaurant and individuals dining under the fast tempo condition will over-estimate time spent there.
H3: Music tempo will influence money the amount of money spent on drinks but will not influence the amount of money spent on food.
The author used some statistical and econometric methods to do an analysis of a small sample and quantitative analysis of different types of music.
Then use the t-test and f test, we can see the virtual variable is reasonable or not. But in the Small sample of data, even we used a lot of mathematical methods to simplify the variance, we still have a big error to the overall function.
So the result is a result of an analysis in a small sample, we can’t recognize it as a common result.