New research shows the power of music to influence consumers. Professor Adrian North, Academic Advisor to B&B University College, Kingston, Jamaica and also Director of Psychology at Heriot Watt University, in his recent study, found evidence showing that the choice of food by restaurant customers can be determined by the music being played at that time.

In research conducted in Malaysia, Professor North found that 63% of his participants selected samosas when played Indian but that 70% instead chose popish (a Malaysian spring roll) when Malay music was played. When no music was being played, participants had no preference between the two food choices.

Professor North in commenting on the findings of the research expressed that “this remarkable finding illustrates the power of music. Earlier research shows that it can influence not just the products that consumers buy, but also the amount they are prepared to spend, the speed with which they shop, and even the amount of time they believe they have spent in the store. I look forward to repeating the research in Jamaica to see whether dancehall or reggae can lead to people gorging on ackee and salt fish or jerked chicken.”

Professor North has published over 70 academic papers on the role of music in business and his 2008 book, The Social and Applied Psychology of Music (Oxford University Press) is a top-seller in the field.