Browsing by Author "Ahmed Essam, Mohamed"

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    Measuring the impact of background music on millennial consumer’s eating behavior : An experimental study
    (October University for Modern Sciences and Arts, 2018) Ahmed Essam, Mohamed; Emad El-Shafie, Omar; Mohamed Sayed, Waleed; Gamal, Youstina
    The atmospheric effects of music were tested in a restaurant setting. Four conditions were applied in a type of between groups design with eating behavior as dependent variables. The five conditions related, volume (high & low), tempo (high & low), and the absence of any music. The findings showed that only high tempo did not have a significant effect on eating behavior, and that low volume showed the most significant and the best results for restaurants although an additional finding was that the presence of music of any type significantly affected eating behavior when compared to the absence of music. To explain the findings and the difference between the literatures and this experiment an additional dimension of music, which is genre, is thought to be the reason, which is what this study recommends future research on.