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Want to Feel Rich? Listen to Classical Music.
A behavioral study completed by the University of Leicester in England reports that diners who listen to classical music are more likely to spend more on their evening out than those who listen to pop or rock.
The reason? Classical music listeners feel more affluent.
Those of us who have marketed classical music wish that the music had the same effect on concert-goers. Maybe the answer is providing a dessert with each ticket.
"When restaurants play classical music, diners are influenced to indulge more, specifically by buying fancy coffees, pricey wines, and luxurious desserts," reports Reuters and The Associated Press.
"When classical music was played, patrons spent on average $40 per person, compared to $36.75 when pop tunes were featured and $35 when there was silence. The music of Beethoven, Mahler, and Vivaldi encouraged patrons to spend more on dinner, especially on luxuries, such as coffee, dessert, fine wines, and appetizers. Why? The researchers speculate that classical music makes diners feel more affluent, cultured, and sophisticated so they are more willing to spend money on items they equate with such qualities."
Ironically, these big-spender, classical-music lovers go on the cheap when it comes to tipping, according to another study done by Washington University in St. Louis. This study suggested that when the tab surpasses $100, the tip amount starts waning - and waning fast. Evidently bills in the $200 vicinity produce the same gratuity as a $100 tab.
Maybe listeners are concentrating on the authenticity of style and performance.
Posted on June 22, 2006 07:55 PM | Permalink
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