Exploring the effects of music atmospherics on menu item selectionJournal of Foodservice Business Research (2002)
AbstractThis study attempts to determine the effects of music genre and intensity on patron's ethnic menu item selection at a military dining facility in the Southwestern United States. The experiment was conducted during six two-hour lunch periods. Eight hundred and fifty eight responses were collected. A modified Mehrabian-Russell Model was used as the experimental design. Fixed effects multinomial logistic regression (MLR) was used to analyze the data. It was discovered that the presence of ethnic music has a significant effect on the selection of ethnic entrées. Specific levels of music intensity of an ethnic genre were also found to have a significant impact on ethnic menu item selection. Finally, several moderating variables-age, gender, and general likings for the ethnic meals-significantly affected the relationship between music genre and intensity on ethnic menu item selection.
Citation InformationAndrew H. Feinstein, T. S. Hinskton and M. Erdem. "Exploring the effects of music atmospherics on menu item selection" Journal of Foodservice Business Research Vol. 5 Iss. 4 (2002)
Available at: http://works.bepress.com/andrew_feinstein/17/