MIKE POMRANZ May 24, 2018 In recent years, plenty of studies—many of them conducted by Oxford University’s Charles Spence —have surfaced on how sound can affect how food tastes, with loud noises making food taste blander. (Research even suggests that we can attribute bad-tasting airplane food to the loud noise of the cabin—although that's clearly not the whole story.) But beyond affecting how food tastes, can the music in a restaurant also affect what we order? A recent study from the University of South Florida suggests that might be the case… and not in a subliminal message, order the $75 surf-and-turf sort of way. Instead, researchers found that simply raising or lowering the volume of ambient music in a restaurant led people to order unhealthier or healthier food . According to the study , billed as the first “to look specifically at how volume dictates healthy vs. non-healthy food choices” and published in the Journal of the Academy of Marketing S
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