Purpose
The purpose of this paper is to explore the effect of musical tempo on consumer choice of tea in different temperatures.
Design/methodology/approach
Across two studies, participants were asked to listen to several musical stimuli with different tempi (i.e. slow or fast). Then, they were asked to evaluate and choose one drink (i.e. iced tea or hot tea).
Findings
Results suggest that consumers who listen to fast (slow) tempo music are more likely to choose iced (hot) tea. This effect is robust across different musical modes (i.e. major or minor) (Study 1). However, this musical tempo effect is attenuated when the participants are aware that the music they listened to can influence their judgments (Study 2).
Research limitations/implications
This research is an exploratory study. Thus, further examinations are needed to fully understand the underlying mechanism of this effect. Nonetheless, this research provides an initial evidence of the mediator of this effect.
Originality/value
This research explores how different musical tempi can influence consumer choice of hot or iced tea. Thus, this research adds understanding on how auditory cues (e.g. musical stimuli) can influence consumer choice of other food and drink variables (e.g. temperature).
Interactive musical participation with humanoid robots through the use of novel musical tempo and beat tracking techniques in the absence of auditory cues
