 A British study
from 2003 claims that restaurant owners can increase their profits by
simply playing classical music. The study, conducted by researchers at the
University of Leicester in Central England, concluded that the music of
Mozart, Beethoven, and Bach makes diners feel more affluent, causing them
to spend.
When listening to the strains of classical music, diners spent an average of 10% more per meal
than when listening to the pop music of Britney Spears and Michael
Jackson. Worst than pop music, however, was no
music at all, which caused a dramatic drop in spending. Psychologist Adrian North, who led the research, said classical
music, with its connotations of sophistication, affluence, and wealth,
makes you feel "a bit posh", and in a restaurant setting "has the effect
of making you spend a bit more money." In the study, diners opted
for more starters and even stayed longer, ordering more desserts and coffees, when the subtle melodies of the
classics played in the background. The tests took place at Softleys
restaurant in Market Bosworth over a period of three weeks. |
