How do ethnically congruent music and meal drive food choices?

Playing ethnic music in restaurants increases consumer experience. Studies show, furthermore, that ethnic congruence of music and food affects food selection but not the liking of customers. An eye-tracking study was completed with 104 participants to uncover if there is an effect of ethnic music on selecting ethnic foods. German, Hungarian, Italian, and Spanish ethnic music was played while participants choose congruent starters, main dishes, and desserts. Results show that visual attention decreased when any background music was played. However, when played, the highest visual attention was recorded during Spanish music. Similarly, the most visual attention was recorded on Spanish dishes. Food choice frequencies showed no differences among the four nations. However, after aggregating German-Hungarian and Italian-Spanish music and dishes, it turned out that participants chose congruent music and food. Choice predictions were also completed on data with and without ethnic music. The performance of prediction models significantly increased when music was played. These findings highlight a clear link between music and food choices, and that music helped participants complete their choices and decide faster.

Automated summary

Playing ethnic music in restaurants enhances consumer experience. Research shows that the ethnic congruence of music and food influences food selection but not customer liking. An eye-tracking study with 104 participants reveals the impact of ethnic music on choosing ethnic foods. Results indicate that visual attention decreases with any background music, but the highest attention is recorded during Spanish music. Similarly, the most visual attention and food choice frequency are observed for Spanish dishes. Aggregating music and dishes from different cultures enhances congruent choices. Additionally, the prediction models perform significantly better with the presence of ethnic music, indicating that music aids in faster decision making.