The effect of music on atmosphere and purchase intentions in a cafeteria

This exploratory study investigates the effect of music on the perceived ch aracteristics of a commercial listening environment and on customers' purch ase intentions therein. Three musical styles and also no music were played in a student cafeteria over the course of 4 days. Subjects' responses to a questionnaire indicated that different musical styles had different effects on the perceived characteristics of the cafeteria, and that classical musi c was associated with subjects being prepared to pay the most for food item s on sale therein. There was also some indication that classical and pop mu sic might have increased actual sales in the cafeteria, as compared with ea sy listening and silence. These results are discussed in terms of their imp lications for both commercial practice and our theoretical understanding of music and consumer behavior.