Asymmetric effects of music preference on emotional and behavioral responses: a reference dependence framework

Purpose This study explores how liking music shapes customer behavior in foodservice settings by addressing three central questions: (1) To what extent do positive emotions from liking music influence time spent, choice of establishment and spending? (2) How do asymmetries between positive and negative emotional deviations from expected emotions affect these behaviors? (3) Does the influence of liking music vary across foodservice settings such as bars/cafés and restaurants? Design/methodology/approach Using the stimulus–organism–response (S–O–R) model, the study explores how emotional responses triggered by liking music affect behavior. The concept of segment-specific thresholds is introduced, examining direct effects on behavior and asymmetric impacts due to emotional deviations. Regression analyses assess significant effects on time, choice and spending. Findings The results reveal significant relationships between liking music and customer behavior across different foodservice settings, underscoring the distinct role of emotions and the need to consider contextual and segment-specific nuances. Notably, the study highlights asymmetric effects, where negative emotional deviations exert a stronger influence on behavior than positive deviations. Practical implications The findings suggest that managers could promote customer engagement by tailoring music experiences to match segment preferences. Collaborations with music providers may further support targeted musical environments, enhancing brand differentiation. Originality/value This research contributes to the hospitality literature by integrating a reference-dependence framework with the S–O–R model, emphasizing social comparisons and emotional asymmetry. The study provides insights into how music can strategically shape consumer decision-making.