Whether you order a hot dog stuffed crust pizza or a salad with the dressing on the side, new research suggests ambient music is much more than just a backdrop to your night out. According to research published in the Journal of the Academy of Marketing Sciences, restaurant choices are often influenced by at least one factor beyond your control: music volume. While muted, slow tempo music can lead diners to make more mindful, healthful decisions, a booming, up-tempo playlist can have the opposite effect, researchers found. “Restaurants and supermarkets can use ambient music strategically to influence consumer buying behaviour,” said study author Dipayan Biswas, marketing professor at the University of South Florida Muma College of Business. The researchers concluded that the influence of music volume on consumer choices is relevant to a variety of settings.

Source: National Post May 28, 2018 13:07 UTC