Background music tempo effects on food evaluations and purchase intentions

This article is a report of results three studies investigating effects fast versus slow background musical tempo on physiology, cognition, and emotions. Two pilot first measure consumer perceptions tempo. In Studies 1 2, participants view short video restaurant advertisement featuring or music along with illustrations food items. Results indicate that more effective than for evoking positive taste expectations purchase intentions. Study 3 shows the observed in 2 occur because enhances self-reported arousal levels then lead to enhanced moods, expectations, Theoretical implications regarding emotional responses are discussed, as practical managerial using persuasive technique.