According to a new study, music can influence our food choices. In restaurants and supermarkets, the higher the volume, the more inclined we are at choosing junk food over healthier options.
The louder the music, the worse are our choices when it comes to food. This is the result of a study published in the Journal of the Academy of Marketing Science by researchers at the Muma College of Business at the University of South Florida.
To reach this conclusion, the researchers conducted a study in a restaurant in Stockholm, Sweden. For several days, they analyzed customers’ orders by comparing them with the sound level of the music.
Music influences consumer behavior
As a result, when the music was louder, 52% of them ordered junk food, compared to 42% when the sound was lower. According to Dipayan Biswas, a marketing professor at the Muma College of Business, the more noisy a place is, the more stress our brain feels. This has an influence on our culinary choices. A softer music atmosphere allows us on the contrary to be fully aware of our food choices, and to be more inclined to eat healthy food, such as a salad.
According to Newsweek, the loudness of a music affects the heart rate, it creates excitement and encourages more food and drinks. “Restaurants and supermarkets can use ambient music to influence consumer behavior,” Dipayan Biswas said in a statement.