By Jeremiah Taylor
A recent British study indicated that a little classical music can persuade diners to buy more fancy deserts, coffees and wines, but some professors say other types of calm music can produce similar results.
Researchers at Leicester and Surrey Universities in Britain alternated silence, pop music and classical music in a restaurant over an 18-day period. They found that patrons spent more on nights when the classics such as Beethoven and Vivaldi were played.
'If you''re going to try and figure out what it is about the music that makes them spend more money, I''m sure it would just be something as logical as making them feel relaxed and wanting to stay,' said David Brown, associate professor of trumpet at BYU. 'They want to slow down the pace of their meal, which means that they can eat more, which means that they spend more money.'
The slow music played in grocery stores follows the same philosophy. Store managers don''t play fast-paced music because they want customers to take their time. The more time they spend in the grocery store, the more money they will spend, Brown said.
'The right kind of classical music has a very soothing effect, and I don''t think it''s anything a whole lot more than that,' Brown said. 'If you play the William Tell Overture, there''s no way people are going to eat slow.'
Psychologist Adrian North, who led the research, said it is because classical music makes people feel more cultured and sophisticated. They are more likely to splurge on the more luxurious foods.
Chris Bolen, a junior at BYU, said the classical music would affect him.
'When I get into an environment that''s kind of classy or I''m in a restaurant where it''s real nice, then I start to care less about the money,' he said. 'I kind of get into the mood of it all. I want to leave a big tip. I want to buy whatever.'
BYU professor of music and organ, Don Cook, said the buying decisions of the diners would depend largely on their preference of music.
'If I was a rapper and walked into a restaurant with classical music playing I wouldn''t be wanting to spend more,' he said.
Cook added that even if his favorite music were played, it would not have 'one bit of influence' over how much money he would spend.