Music as an environmental factor in hospitality: what is the impact of background music on perceived atmosphere and sales in a school cafeteria?

Abstract

Extending the research of North and Hargreaves (1998)¹, this study investigates the influence of three different musical styles, namely lounge, pop and jazz on perceived atmosphere and sales in a school cafeteria. Interviews and questionnaires were conducted to acquire information about the patrons' perception of the characteristics of the cafeteria. Results indicate that there is significant differences between perceived characteristics and the three different musical styles. However, there was no significant difference between the music styles played and the purchases made during the testing period nor between the product items sold and the music played. The results of this research contribute to the better understanding of the consumer behaviour and can be used for commercial purposes.