How do ethnically congruent music and meal drive food choices?

Area of Science:

• Consumer Psychology
• Sensory Marketing
• Behavioral Economics

Background:

• Ethnic music enhances restaurant experiences.
• Congruence between ethnic music and food influences food selection.
• Previous research indicates music does not affect customer liking of food.

Purpose of the Study:

• To investigate the effect of ethnic music on ethnic food selection using an eye-tracking study.
• To determine if ethnic congruence between music and food impacts consumer choices.
• To analyze the influence of background music on visual attention and decision-making speed.

Main Methods:

• An eye-tracking study with 104 participants.
• Exposure to German, Hungarian, Italian, and Spanish ethnic music.
• Participants selected congruent starters, main dishes, and desserts.
• Analysis of visual attention, food choice frequencies, and prediction model performance.

Main Results:

• Visual attention decreased with background music but was highest during Spanish music.
• Highest visual attention was directed towards Spanish dishes.
• No significant differences in food choice frequencies among individual nations.
• Participants chose food congruent with music when aggregated (German-Hungarian, Italian-Spanish).
• Prediction models showed significantly improved performance with background music.

Conclusions:

• A clear link exists between ethnic music and food choices.
• Background music, especially when congruent, aids consumers in making food selections faster.
• Ethnic music can be a strategic tool in the hospitality industry to influence consumer behavior.