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Old 10-07-2003, 01:32 PM   #1 (permalink)
spectre
Junkie
 
Does the atmosphere of a restaurant really matter that much?

Before you answer, take a moment to read the article about the following study and think if there was ever a time when you spent more at a restaurant than you normally would have for the same meal somewhere else.

LINK
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Study: Classical Music Makes Diners Spend

LONDON (AP) -- Music is the food of love, according to the bard. And classical music, it seems, may be manna for restaurateurs.

The strains of Mozart, Bach and Beethoven played in restaurants makes diners feel more affluent and encourages them to spend, according to research released by the University of Leicester in central England on Tuesday.

"When you hear a piece of music it activates all types of knowledge," said Adrian North, a senior lecturer in psychology at the university who carried out tests in a restaurant near Leicester over a period of three weeks.

"If you hear classical music, it has got all sorts of connotations of sophistication, affluence and wealth and it makes you feel a bit posh. In a restaurant, this has the effect of making you spend a bit more money."

Researchers found that classical music, often associated with affluence, was the most successful in encouraging people to part with their cash, with diners spending more than 24 pounds (US$40)

But when the music was Britney Spears, diners spent less than 22 pounds (US$36.75) a head, they found.

With no background music, spending fell to around 21 pounds (US$35).

"Where people were really spending the money was on the luxury items, such as starters, desserts and coffees," said North.

James Davis, proprietor of Softleys restaurant in Market Bosworth, where the research was carried out, said: "I think this research will definitely affect what we play in the future."
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While the per person spending was substantially different, I agree with the basic idea of the study. I've seen a lot of people who get a bit uptight if they pay more than what they expect at a regular diner, but have no problem spending more than that at a place with a more posh atmosphere.
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