The Effects of Slow versus Fast Background Music on Customer Behaviour in a Student Bar and a Cafeteria

The following study reports the results of two experiments conducted on the issue of how music tempo can be used as a tool to influence customer behaviour. Slow and fast background music were played at a student bar and cafeteria, holding all other variables as stable as possible. Under the two music conditions, observations were made regarding the average amount of money spent and the average amount of time students would stay at the bar or cafeteria. Additionally, throughout the second experiment at the student cafeteria, results were distinguished for female and male students in order to examine whether any effects are gender dependent. Along with the average amount of money spent and the average stay at the cafeteria, the students waiting time in line, the students who left before being served and the students who made an additional purchase were observed. The study also provides a broad insight into the study of atmospherics and previous industry findings on how music influences customer behaviour.