Master of Science (MS)
First Committee Member
Andrew Hale Feinstein
Number of Pages
Restaurateurs spend millions of dollars yearly in the design, building, and renovations to their establishments. In many cases, atmosphere has a greater influence over consumers' purchase decisions than the product itself. One of the most easily and inexpensively adjusted element of the atmosphere is music; The purpose of this study is to determine the effects of music genre and intensity on patrons' ethnic menu item selection of a military dining facility in the Southwestern United States. The extent to which ethnic music could influence associated ethnic menu items was examined; Three research questions were formulated to address this issue. The first question asked if specific ethnic music genre significantly affects patrons' selection of an associated ethnic menu item in a military dining facility. The second research question examined whether specific levels of music intensity of an ethnic music genre significantly effect patrons' selection of an associated ethnic menu item in a military dining facility. The final research question focused on the demographic traits of patrons. Did customers' demographics significantly affect their ethnic menu item selection? All three questions were analyzed using multinomial regression analysis. (Abstract shortened by UMI.).
Dining; Effects; Ethnic; Facility; Genre; Intensity; Item; Menu; Military; Music; Selection; Study
Behaviorism (Psychology); Marketing; Music; Ethnology--Study and teaching
University of Nevada, Las Vegas
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Hinskton, Tammy S, "A study of the effect of music genre and intensity on ethnic menu item selection in a military dining facility" (2000). UNLV Retrospective Theses & Dissertations. 1204.