North et al.

Question 1

Aim

Answer 1

To investigate whether playing classical music would lead to higher spending than pop music.

Question 2

Design

Answer 2

Field experiment (restaurant in small UK town- a la carte menu / expensive)
Longitudinal study (3 weeks)

situational factors controlled (temperature, lighting, menu)

IV= type of music played: classical, pop, control group of no music

DV= mean spent per pers. for each table
- starters, mains, desserts, coffee, wine, bar brinks, overall drinks, overall food bill, total spend.

Question 3

Sample

Answer 3

393 P’s ate in restaurant
- roughly same no. males / females
- P’s unaware of study

Question 4

Procedure

Answer 4

• Music in each genre was well known / played at consistent volume
• 2 76 minute CD’s (continuous random programme)
• Each music condition played 6 nights
• Order of music counterbalanced
• Total spend pp= total table bill/no. of p
• Also recorded time spent in restaurant
• Data collected from 7pm-11:30pm

Question 5

Results

Answer 5

Classical music significantly increased mean spent per person (starters, coffee, total food spend, overall spend)

No significant difference in spending for mains, desserts, wine, bar drinks, total drink spend.

Question 6

Conclusion

Answer 6

Classical music can increase customer spending.

Question 7

Explanations

Answer 7

1. Classical music enhanced restaurant aspects —> higher spending
2. Customers may prefer classical music translating to pleasure —> higher spend
3. Classical music associated w upmarket experience prompting higher spending