Key Study: North et al.

Question 1

Main theories/explanations

Answer 1

previous research suggests classical music promotes upmarket atmosphere, ‘primes’ congruent behaviour (e.g. increased spending)

Question 2

Aim

Answer 2

investigate the effect of type of music on the amount of money customers spent in a restaurant

Question 3

Hypotheses

Question 4

Research method

Answer 4

Field experiment

Question 5

Experimental design

Answer 5

Independent measures

Question 6

Sample size

Answer 6

393

roughly equal number of males and females

Question 7

Sample demographics

Answer 7

• ate at the British restaurant on the 18 evenings of the experiment
• few who visited on more than one evening excluded
• none aware they were part of experiment

Question 8

Sampling technique

Answer 8

Opportunity

Question 9

Procedure

Answer 9

• British restaurant
• duration of 18 days
• no significant public holidays within duration of experiment
• researcher collected data as a waitress
• 1st classical, 2nd pop, 3rd control

Question 10

Data collection method

Answer 10

unstructured observation

Question 11

Results

Answer 11

1. average spending for classical music higher than pop music’s and no music’s
2. customers most likely to have starters and coffee in classical music
3. mean spend per head - average of more than ₤24 for classical, less than ₤22 for pop, ₤21.70 for no music

Question 12

Conclusion

Answer 12

people are more prepared to spend and do spend more when classical music is played

Question 13

Independent variable

Answer 13

type of music (classical, pop, no music)

Question 14

Dependent variable

Answer 14

Amount of money spent e.g. for bar drinks, overall food bill, total spend

Question 15

Controlled variables

Answer 15

• 2 x 76-minute CDs for each music condition
• constant background volume
• on restaurant CD system
• lighting
• menu