Felipe Pantoja and Adilson Borges believe music tempo effects the evaluation of food and purchase intentions (gated study). I read their study and tried out their ideas at a gig.

I played a solo piano gig earlier in the week. The study, linked above, suggests that music around 110 beats per minute (bpm) may increase arousal (activation) which increases evaluation of food/drink which increases purchase intent.

My entire set list consisted of music played at ~110 bpm. I played all kinds of music — pop, rock, R&B, soul, etc. For a Wednesday night, the bar tender said it was busy. People stuck around. They sang along. The bar tender said people bought drinks.

There are two markets, that I see, happening and interacting with each other.

1. The market that demands activation. I supply that market with activating music. Which then nudges those consumers to buy more.

2. The market that demands libation. The bar tender happily supplied. And,

3. Perhaps a third market — the market that demanded time and connection with other humans. People stuck around, they sat in seats, they talked with one another.

Sympathetic vibrations for the win.