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

Abstract 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.