How do ethnically congruent music and meal drive food choices?

ABSTRACT: 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 Ger

SUBMITTER: Szakal D 

PROVIDER: S-EPMC10176160 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature