Subliminal Branding Part 3: How Music Affects Your Appetite and Spending Habits

Previously we talked about how speech sounds convey meaning and help modify our perception of taste, flavors, and food and drink textures. Specifically, the name of a food brand could set up your expectations — without you even noticing!

Research shows that people expect an ice cream named ‘Frosh’ to be creamier, smoother, and richer than an ice cream called ‘Frish.’ Similar results were found for fictional lemonade, ketchup, and beer brands. As a marketer, you can shape your customers’ expectations regarding your food.

However, the sound of food names is just the tip of the iceberg. The role of sounds in both our flavor perceptions and purchase behaviors goes much deeper. Let’s pick up from where we left off!

The louder the music, the bigger the appetite

It is well-documented that background music profoundly impacts what we choose to eat and drink. For example, music can do more than soften the atmosphere and cover unwanted sounds in a restaurant. Did you know that music can also influence the amount of food and fluid consumed? When we are exposed to loud music, we are more likely to consume more. The louder the music, the more we drink.

In a study, participants were exposed to loud noise or music for two minutes while eating. Loud noises stressed them. As a result, their heart rate and blood pressure went up. And so did their food intake! The louder the noise, the more they ate. No wonder we tend to consume more alcohol while listening to rock-type music!

The slower the music, the larger the bill

A similar relationship exists between the pace of music and food and fluid intake. In another study, participants drank faster when exposed to fast music than to slow music. The faster the piece, the more bites we take. Conversely, slower music was accompanied by a slower eating rate. But that’s only half of the story!

Suppose you run a bar or restaurant and aim to increase your customers’ average bill. Then you are better off playing slow-tempo music. Why? Because while slower-tempo music significantly decreases the customers’ dining speed, it also encourages customers to drink more!

In yet another study, researchers kept the loudness of music, temperature, and lighting in a restaurant the same. But they manipulated the tempo of the background music. They found that the slower the music, the more time patrons spent dining and spending! The slow-music tempo group spent a more significant amount of money on food and drinks.

The more we like the music, the more we spend

What is true for bars and restaurants is also valid for retail stores. The more we like the music playing, the longer we stay in a shop — and the more we spend. For instance, you need to buy a bottle of wine. Research shows that you are more likely to purchase a more expensive bottle — or pay significantly more — if the wine store plays classical music instead of ‘Top-40’ tunes!

Let’s quickly talk about the type of music your customers like. Research shows that there is a link between personality traits and music-listening behavior. More specifically, you can use the famous Big Five personality traits to predict people’s musical preferences.

The five-factor model of personality is a widely accepted theory that identifies five distinct factors or dimensions of personality:

1. Openness to Experience: A measure of the extent to which a person is open to new ideas, activities and experiences.
2. Conscientiousness: A measure of how organized, dependable and hardworking a person is.
3. Extroversion: A measure of how outgoing and sociable a person is.
4. Agreeableness: A measure of how cooperative and trusting a person is.
5. Emotional Stability (Reverse Neuroticism): A measure of how emotionally stable or unstable a person is.

People who are open-minded and emotionally stable tend to listen to a variety of genres, while people who are neurotic (emotionally unstable) tend to stick to one genre. Also, conscientious people tend to listen to more popular music, while agreeable people prefer music with more complex melodies.

Overall, here is what you need to know about your customers’ personality traits and the type of music they prefer:

1. Open-minded people are more likely to prefer sombre, melancholic, and peaceful music. So, you better play folk, classical, atmospheric, and chill music.
2. Conscientious people stay away from aggression and defiant behaviour. So, you can opt for soul and old country music. Also, funk, blues, and jazz are options.
3. Agreeable people are similar to conscientious ones but are more romantic. So, in addition to soul, jazz, funk and blues, you can play R&B music.
4. Emotionally stable people don’t like sombre and defiant moods. So, they like blues, jazz, country, and funk.
5. Finally, extraverts tend to be more sensual types. Country, R&B, funk, and reggaeton would fit their mood.

When in Rome, listen as Romans do

The subtle influence of music on our purchase behaviors goes even further. In a famous study, researchers alternated traditional French music (accordion) and German music (a brass band) at a wine store. On French music days, 77% of the wine sold was French; on German music days, 73% was German! Shoppers were three times more likely to choose a wine that matched the music than a wine that didn’t match it!

What’s more fascinating is that shoppers weren’t even aware of the role of the background music on their purchase behaviors. Only %14 of those shoppers who agreed to be interviewed acknowledged that the music might have influenced their choice!

But here is a caution: Music may have a more significant effect when the food is somehow ambiguous — as in the case of wine. If a product lacks intrinsic cues or the shoppers are undecided about their food choice, the music might significantly affect people.

The heavier the music, the richer the taste.

Finally, the musical genre can also impact how much we like or dislike a glass of wine. For instance, researchers found that powerful and heavy music like Carmina Burana by Carl Orff brings out the rich notes in red and white wine. Meanwhile, zingy and refreshing music such as “Just can’t get enough” by Nouvelle Vague brings out those notes in a glass of Chardonnay.

In summary, music has the power to influence our choices and behaviors, especially when it comes to food and drink. If you own a restaurant, bar, or retail store, you need to be mindful of music’s impact on the atmosphere and your customers’ experiences. The right music can enhance their enjoyment and encourage them to spend more time and money, while the wrong music can turn them off and drive them away. So, pay close attention to the music you play and how it affects the atmosphere of your establishment.

Here is a cheat sheet for leveraging music for your brand.

1. If you want your patrons to drink and eat more:
   — Play louder music
2. If you want your patrons to spend more:
   — Play slower-tempo music
   — Play music that fits their personality traits
3. If you want shoppers to purchase a specific food item:
   — Play a piece of music that reminds shoppers of the country of origin of the product
4. If you want the taste of your product to be perceived as more decadent:
   — Play heavier music
5. If you want the taste of your product to be perceived as lighter:
   — Play zingier music

An extensive body of research demonstrates the relationship between consumers’ perception and preference for food and background music. But how about background noise?

Could the food make or packaging sounds influence our perception of taste? How about the sound of food preparation? Or environmental sounds? That’s the topic of our next article.

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