ABSTRACT - The paper reports research into the effects of music tempo on consumer behaviour. 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.

Citation:

Clare Caldwell and Sally A. Hibbert (1999) ,"Play That One Again: the Effect of Music Tempo on Consumer Behaviour in a Restaurant", in E - European Advances in Consumer Research Volume 4, eds. Bernard Dubois, Tina M. Lowrey, and L. J. Shrum, Marc Vanhuele, Provo, UT : Association for Consumer Research, Pages: 58-62.