The physical environment: sound and consumer behaviour

Psychology A2 · Consumer Psychology. The idea in plain words, the rules to remember, the mistake to avoid and a worked example, written and checked by Mega Lecture.

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The idea

Background music is a situational factor that changes what customers do, often without their knowing. Slow music makes diners stay longer and buy more drinks. Music style matters too: music that seems 'upmarket' fits with spending more.

The key study, North et al. (2003), was a field experiment in a British restaurant. Classical music, pop music or no music was played on different evenings, and spending per person was recorded.

Sound also changes how food tastes. In Woods et al. (2011), loud background noise made food seem less sweet and less salty. Possible reasons are distraction of attention, cross-modal links between hearing and taste, and the effect of noise on mood.

Rules to remember

North et al. (2003): IV = classical, pop or no music; DV = spend per head on food and drink; 393 diners; independent measures design.
North result: spending was highest with classical music; pop and no music were similar.
North explanation: classical music suggests sophistication and wealth, so spending more feels fitting.
North evaluation: high ecological validity, but different diners each evening and no informed consent.
Woods et al. (2011) study 1: blindfolded participants ate foods while hearing no sound, quiet or loud white noise through headphones; loud noise lowered sweetness and saltiness ratings and raised crunchiness ratings.
Woods study 2: the more people liked the background sound, the more they liked the food.
Slow tempo: longer stay and more spent on drinks; fast tempo: quicker eating.

Common mistake

Saying diners in North et al. spent more because they liked classical music more. The explanation is that the music fitted an upmarket setting and primed 'affluent' behaviour, not that it was preferred.

Worked example

An airline finds passengers call its meals bland, although the same meals score well on the ground. Use research on sound and taste to explain and to suggest a change.

Aircraft cabins have loud, constant background noise.
Woods et al. (2011) found that loud noise reduced how sweet and salty food seemed.
So the same meal is perceived as weaker in flavour in the air.
The airline could season meals more strongly or reduce noise, for example with noise-cancelling headphones.

Answer: The noise, not the recipe, is the likely cause: loud sound lowers perceived sweetness and saltiness.

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