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Fast Music Causes Fast Drinking
Abstract
For 40 undergraduate women asked to rate flavour of a soda, fast music significantly decreased drinking time.
... Studies have also shown that differences in music tempo can affect food intake. Slow-tempo music has been shown to increase eating time and help control food intake (Caldwell and Hibbert, 1999;Matheisen et al., 2020), while faster-tempo music has been shown to increase the volume of water consumption (McElrea and Standing, 1992;Roballey et al., 1985). Many of these studies have reported decreased food consumption in eating-out settings, such as fast-food joints and restaurants. ...
... The pitch remained consistent across all three conditions. Many similar studies (North et al., 2003;Roballey et al., 1985) have featured a no-music condition; however, one study (McElrea and Standing, 1992) only examined the differences across various music tempo conditions. We chose the latter method because we also aimed to examine the differences associated with simple variations in music tempo. ...
... Recent literature has explored the effects of music on eating behavior, with a focus on music style, speed, and preference (Cui et al., 2021). Studies have found that music style (Hussain et al., 2021;Lindman et al., 1987;Novak et al., 2010;North et al., 2003), speed (McElrea and Standing, 1992;Milliman, 1986;Roballey et al., 1985), and preference (Caldwell and Hibbert, 2002) play a role in altering food intake. In this study, the type of music used was categorized as jazz or bossa nova, genres are chosen for their perceived neutrality in terms of taste. ...
Background
The effects of the different tempos of background music (BGM) on food intake and eating speed have not been fully studied.
Aim
The study aimed to investigate the influence of changing the tempo of BGM during meals on food intake and to explore strategies to support appropriate eating behavior.
Methods
Twenty-six healthy young adult women participated in this study. In the experimental phase, each participant ate a meal under three separate conditions: fast (120% speed), moderate (original, 100% speed), and slow (80% speed) BGM. The same music was used for each condition, and appetite before and after eating, the amount of food consumed, and eating speed were recorded.
Results
The results showed that food intake (g, mean ± standard error (SE)) was slow: 317.9 ± 22.2, moderate: 400.7 ± 16.0, and fast: 342.9 ± 22.0. Eating speed (g/s, mean ± SE) was slow: 28.1 ± 2.8, moderate: 34.2 ± 2.7, and fast: 27.2 ± 2.4. The analysis showed that the moderate condition showed greater speed than the fast and slow conditions (slow–fast: p = .008; moderate–slow: p = .012; moderate–fast: p = .004). Moreover, the food intake in the moderate condition was significantly higher than that in the slow and fast conditions (moderate–slow: p < .001; moderate–fast: p < .001), and there was no significant difference between the slow and fast conditions in this regard (p = .077).
Conclusion
These results suggest that original tempo BGM led to higher food intake compared to the faster and slower tempo conditions. These findings suggest that listening to music at an original tempo during meals may support appropriate eating behavior.
... High-arousal music tends to activate related knowledge structures concerning it, which in turn primes the selection of a product associated with high arousal, such as coffee. This proposition is supported by previous findings indicating that high-arousal music influences behavior, for example, increases activity (e.g., McElrea & Standing, 1992;Milliman, 1982Milliman, , 1986Roballey et al., 1985;Smith & Curnow, 1966). Moreover, it has been shown that coffee, in general, is consumed more often by younger adults than older ones (Grigg, 2002), who are considered less physically active. ...
... According to the musical congruity hypothesis, music of an arousing nature would tend to activate related knowledge structures concerning it, which in turn would prime the selection of products associated with high arousal, such as coffee. This hypothesis has been supported by previous findings showing that high-arousal music influences behavior, often by stimulating activity (e.g., McElrea & Standing, 1992;Milliman, 1982Milliman, , 1986Roballey et al., 1985;Smith & Curnow, 1966). ...
Coffee is a tremendously popular beverage throughout the world. According to recent studies, consumption of this caffeinated drink is influenced, inter alia, by variables related to store atmosphere, including background music. Findings in this regard, however, have been rather limited and ambiguous, and raise the question of whether music style, specifically classical versus pop, influences coffee purchase likelihood. In four studies, the authors sought to address this question, finding a positive correlation between music arousal level and coffee purchase likelihood, regardless of music style (classical or pop). In other words, an increase in music arousal level appears to enhance coffee purchase likelihood. The results, thereby, support the music congruity hypothesis. The article concludes with a discussion of research and managerial implications as well as directions for future research.
... Due to the fact that eating is an intrinsic human routine and is affected by the manipulating cognitions present at the time of an eating period (Schachter & Gross, 1968), studies evaluating the influence of music on food intake have also attracted attention. Previous studies examining the effects of instrumental, nonclassical music on eating behavior have confirmed the hypothesis that fast tempo music (122 ± 19.6 mean beats per minute [bpm]) results in increased eating speed (mean 4.40 ± 1.57 bites/min; Roballey et al., 1985) and, likewise, fast music played on a piano (132 bpm) decreased drinking time (McElrea & Standing, 1992). In a different study, it was reported that when slow-tempo music was played, customers stayed at a restaurant longer than when fast music was played (Caldwell & Hibbert, 1999). ...
... Other studies that reported significantly increased food or Figure 1. Continued drink intake with different background music genres or volumes appear to have been conducted in natural settings (McElrea & Standing, 1992;Roballey et al., 1985). A recent systematic review and meta-analysis that included studies conducted primarily in private locations or laboratories also reported that music-related features such as volume, tempo, and genre did not show a moderating effect between music and food intake (Cui et al., 2021). ...
This study was designed to investigate whether background music genre and volume can alter energy intake, short-term satiety, and mood states in women with normal body weight. Participants ( N = 35) were tested using a randomized, crossover design consisting of five conditions: the control day on which no music was playing (CON), 60-dB Western classical (60 dB C), 80-dB Western classical (80 dB C), 60-dB rock (60 dB R), and 80-dB rock (80 dB R) music. The four music conditions were from 15 min before lunch and during an ad libitum lunch until the end of the meal. The participants were first asked to report visual analog scale (VAS) scores on sensory outcomes, lunch was served, and the energy intake of the individuals and their profile of mood states (POMS) were measured. Overall, mean VAS scores were similar between the groups on all of the test days ( p > .05). Listening to different music genres and volumes did not exert a significant effect on energy intake ( p > .05). The only mood state that differed significantly was confusion-bewilderment ( p = .017). Neither music genre nor volume influence short-term energy intake and satiety-related VAS outcomes.
... Due to the fact that eating is an intrinsic human routine and is affected by the manipulating cognitions present at the time of an eating period (Schachter & Gross, 1968), studies evaluating the influence of music on food intake have also attracted attention. Previous studies examining the effects of instrumental, nonclassical music on eating behavior have confirmed the hypothesis that fast tempo music (122 ± 19.6 mean beats per minute [bpm]) results in increased eating speed (mean 4.40 ± 1.57 bites/min; Roballey et al., 1985) and, likewise, fast music played on a piano (132 bpm) decreased drinking time (McElrea & Standing, 1992). In a different study, it was reported that when slow-tempo music was played, customers stayed at a restaurant longer than when fast music was played (Caldwell & Hibbert, 1999). ...
... Other studies that reported significantly increased food or Figure 1. Continued drink intake with different background music genres or volumes appear to have been conducted in natural settings (McElrea & Standing, 1992;Roballey et al., 1985). A recent systematic review and meta-analysis that included studies conducted primarily in private locations or laboratories also reported that music-related features such as volume, tempo, and genre did not show a moderating effect between music and food intake (Cui et al., 2021). ...
This study was designed to investigate whether background music genre and volume can alter energy intake, short-term satiety, and mood states in women with normal body weight. Participants (N = 35) were tested using a randomized, crossover design consisting of five conditions: the control day on which no music was playing (CON), 60-dB Western classical (60 dB C), 80-dB Western classical (80 dB C), 60-dB rock (60 dB R), and 80-dB rock (80 dB R) music. The four music conditions were from 15 min before lunch and during an ad libitum lunch until the end of the meal. The participants were first asked to report visual analog scale (VAS) scores on sensory outcomes, lunch was served, and the energy intake of the individuals and their profile of mood states (POMS) were measured. Overall, mean VAS scores were similar between the groups on all of the test days (p > .05). Listening to different music genres and volumes did not exert a significant effect on energy intake (p > .05). The only mood state that differed significantly was confusion-bewilderment (p = .017). Neither music genre nor volume influence short-term energy intake and satiety-related VAS outcomes.
... Slow-tempo music can also prolong service time, improve customer retention and increase overall sales volume (Milliman, 1986). In contrast, a fast tempo can accelerate the rate at which diners take bites per minute (Roballey et al., 1985) and reduce drinking time (McElrea and Standing, 1992). Tempo affects arousal ratings, behavioral intentions, approach/avoidance tendencies and browsing habits (Eroglu et al., 2005). ...
Purpose – This paper aims to provide a comprehensive framework on how and when musical elements such as keys, complexity, tempo and volume influence consumers’ mood, attention, information recall, product evaluation and purchase decisions in the context of retail therapy.
Design/methodology/approach – This paper builds on a critical literature review to develop a conceptual framework and formulate relevant propositions, leveraging self-regulation and self-control theories.
Findings – Through our analysis of these studies, we found that in musical retail therapy, minor keys paired with high complexity can intensify negative moods and negative product evaluation. Conversely, major keys combined with low complexity can moderate negative and positive moods, leading to positive product evaluations. We argue that high tempo and high volume can invoke high arousal and low impulse control, leading to low attention and low recall. This subsequently moderates the negative mood, resulting in weak negative product evaluation. Low tempo and low volume, however, invoke low arousal and high impulse control, leading to high attention and high recall, which moderates negative mood and negative product evaluation.
Originality/value – Reflecting on the limitations of the existing studies, this conceptual work proposes a comprehensive theoretical framework for understanding the significance of musical elements in retail therapy that can enhance consumers moods and experiences. Further, the current paper is different from the existing literature in that it helps academic researchers and marketers understand different ways to use musical elements that can positively affect consumer behavior in a complex situation like retail therapy.
... Some types of music such as Iranian traditional and Rock can affect the cognitive function of individuals while performing intellectual tasks, while some other types of music such as Pop and Rap produced no effect. The results of many studies were consistent with the results of this research [16][17][18] . According to Brian Dalton and David Bam's research, the effect of different types of noise and music on people's job performance depended on various factors such as the type of noise and music, its tempo, and its loudness 19 . ...
Introduction: Exposure to music and temperature variations can influence physiological state and impact human error. This study aims to investigate the combined and independent effects of music and temperature changes on heart rate (HR) and human error. Materials and Methods: This interventional study was conducted on 14 participants (7 men and 7 women) under controlled conditions in 2018. The subjects experienced four types of music (Rock, Rap, Pop, and Iranian traditional music) at the noise pressure level of 75 dB, along with temperatures of 20, 25, and 30 °C independently and in combination, within an acoustic room with controlled temperature conditions. HR and human error rate were measured using a HR meter and a researcher-made text with spelling mistakes, respectively. Results: Using SPSS 19, data analysis revealed that exposure to traditional Iranian and rock music in temperatures deviating by 5 °C from 25 °C was associated with increased errors in detecting spelling mistakes (p < 0.05). Interestingly, traditional and rock music did not significantly affect HR across temperatures of 20, 25, and 30 °C (p > 0.05). Conclusion: Listening to traditional Iranian and rock music in conditions with approximately 5 °C cooler or warmer than room temperature can have a positive and constructive effect on HR and reduce human error. The use of this type of music has potential implications for optimizing environmental conditions, especially in workplaces where such factors are critical.
... immediately behind a small entrance, for example, suggests a motion from the bottom up, which manifests itself in a corresponding movement of one's head (Großheim, Kluck, and Nörenberg 2015). Likewise, the kinesthetic quality of fast music as a suggestion of motion makes people not only move but also drink faster (McElrea and Standing 1992). In their study, Bonnin and Goudey (2012) explicitly stressed the importance of kinesthetic (or kinetic) qualities regarding the perception of store environments. ...
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Individuals inevitably make inferences concerning size when they consider an object presented without cues to its actual size. Recent studies show that structural differences in background music can influence consumers’ perceptions of product attributes through cross-modal correspondence. We introduce a new structural element of music, the “music event rate.” To this end, we make a distinction between the absolute density (notes per time unit) and the relative density (notes per measure or music event rate) and propose an influence of the latter on consumers’ perceptions of product size. Our study employs a 2 (notes per measure: four vs. eight) × 2 (music tempo: slow vs. fast) × 2 (music mode: major vs. minor) between-subject experimental design. Dependent variables are participants’ size estimates of three different food items (pictures of burger, pizza, wine bottle) presented online. The results show that the number of notes per measure has an influence on consumers’ size perception of food items insofar as a higher event rate or number of notes per measure in a music stimulus leads consumers to infer a smaller product size, whereas a lower number of notes per measure leads consumers to perceive products as larger. This cross-modal effects of the music event rate on product size perception represent a previously unexplored influence on consumer behavior.
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