We all know that music has a significant impact on a person's mood; however, did you ever think that background music in a restaurant can actually affect whether you purchase a healthy versus a non-healthy meal? Recently, the very first study looking at how volume impacts a person's food choice was conducted by the University of South Florida (USF Health) and published in the Journal of the Academy of Marketing Sciences. As we read in chapter 2, music has the unique ability to express and reflect emotion. Different kinds of music can be used as mood setters, to give over feelings of fear, happiness, sadness, excitement etc… In this study, the researchers found that faster music played in a restaurant caused customers to get a sense of excitement, while slow music helped them relax. Why is this? Volume is known to directly impact a person's heart rate and arousal. Softer/calmer music makes us more mindful of what we order which will typically result in a healthier and more nutritious food choice; for example, salad. At the same, louder environments increase stimulation and stress, inspiring cravings for perhaps, a “greasier” option like a cheeseburger and fries, instead. With this phenomenon, restaurants and even supermarkets can now use different music strategically to manipulate the minds of their customers in whatever direction they wish to do so. Stay "tuned," you never know what music may be playing to sway you in one direction or the other!
University of South Florida (USF Health). (2018, May 23). Cheeseburger or salad? How music volume impacts your decision. ScienceDaily. Retrieved June 3, 2018 from www.sciencedaily.com/releases/2018/05/180523160058.htm