Abstract

The article reports research into the psychology of music in a restaurant atmosphere. Studies about music in the restaurant industry are gaining the attention of researchers and restauranteurs such as perceptions and evaluations on an intention to purchase, time spent dining, and musical preferences. However, there is room for discussion on the scientific understanding of a psychological aspect of music, particularly this paper that investigates music genre in a restaurant’s space towards millennial customers. While most restaurant patrons are motivated to satisfy their hunger, this qualitative study employs a combination of closed-ended and open-ended online questionnaires as well as semi-structured interviews for an exploratory socio-psychological result. A thematic analysis was conducted to produce several findings. Importantly, the article found that millennials mostly agree to listen to popular music genres (Billboard Charts and/or Global Top Music Selections) instead of art music (classical music, including both contemporary and historical classical music forms) and traditional/ folk music. Thus, depending on the restaurant ambiance, millennials suggest a matchmaking music mode (i.e. tone) and The article reports research into the psychology of music in a restaurant atmosphere. Studies about music in the restaurant industry are gaining the attention of researchers and restauranteurs such as perceptions and evaluations on an intention to purchase, time spent dining, and musical preferences. However, there is room for discussion on the scientific understanding of a psychological aspect of music, particularly this paper that investigates music genre in a restaurant’s space towards millennial customers. While most restaurant patrons are motivated to satisfy their hunger, this qualitative study employs a combination of closed-ended and open-ended online questionnaires as well as semi-structured interviews for an exploratory socio-psychological result. A thematic analysis was conducted to produce several findings. Importantly, the article found that millennials mostly agree to listen to popular music genres (Billboard Charts and/or Global Top Music Selections) instead of art music (classical music, including both contemporary and historical classical music forms) and traditional/ folk music. Thus, depending on the restaurant ambiance, millennials suggest a matchmaking music mode (i.e. tone) and volume would enhance their longer stay, reducing boredom and substitution of unpleasant services and imbalance design/ architecture. Despite the limitation of study such as limited respondents, this article exclusively adds the contemporary discussion towards the psychology of music about millennials’ behavioural in a restaurant. This study could also stimulate directions for restaurateurs on the practical development strategy and research to improve the perceived authenticity of restaurant atmospherics.

 

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