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<p>This research investigates the function of background music as a sensory marketing instrument in relation to coffee intake, integrating declarative, neurophysiological, and behavioral data. The study is organized into three interrelated phases. A comprehensive consumer study (<i>n</i> = 2,501) identified music genres associated with relaxation and leisure, laying the foundation for stimulus selection. A laboratory Electroencephalography experiment (<i>n</i> = 44) assessed emotional reactions (arousal and relaxation) to six instrumental genres, indicating that classical and jazz music elicited the most significant activation. A practical intervention was implemented in a hospitality establishment, where jazz music was played during the afternoon hours (14:00–17:00) for 13 months. The intervention resulted in a statistically significant rise in both beverage sales and perceived ambiance, especially on weekends. The economic analysis validated the financial feasibility demonstrating a 240% return on investment. The findings indicate that selected background music can improve the consumer experience and commercial performance in agri-food service settings without modifying fundamental product offerings. This multi-method approach enhances the expanding field of sensory marketing research, providing actionable insights for food retail and hospitality operators aiming to affect customer behavior through subtle environmental cues.</p>

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Background music effects in coffee retail: evidence from survey, electroencephalography, and field data

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年6月29日

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  • Jakub Berčík,
  • Serhiy Moroz,
  • Pavel Michálek,
  • Tomáš Krahulec,
  • Patrik Jurčišin

摘要

This research investigates the function of background music as a sensory marketing instrument in relation to coffee intake, integrating declarative, neurophysiological, and behavioral data. The study is organized into three interrelated phases. A comprehensive consumer study (n = 2,501) identified music genres associated with relaxation and leisure, laying the foundation for stimulus selection. A laboratory Electroencephalography experiment (n = 44) assessed emotional reactions (arousal and relaxation) to six instrumental genres, indicating that classical and jazz music elicited the most significant activation. A practical intervention was implemented in a hospitality establishment, where jazz music was played during the afternoon hours (14:00–17:00) for 13 months. The intervention resulted in a statistically significant rise in both beverage sales and perceived ambiance, especially on weekends. The economic analysis validated the financial feasibility demonstrating a 240% return on investment. The findings indicate that selected background music can improve the consumer experience and commercial performance in agri-food service settings without modifying fundamental product offerings. This multi-method approach enhances the expanding field of sensory marketing research, providing actionable insights for food retail and hospitality operators aiming to affect customer behavior through subtle environmental cues.