Coffee is a tremendously popular beverage throughout the world. According to recent studies, consumption of this caffeinated drink is influenced, inter alia, by variables related to store atmosphere, including background music. Findings in this regard, however, have been rather limited and ambiguous, and raise the question of whether music style, specifically classical versus pop, influences coffee purchase likelihood. In four studies, the authors sought to address this question, finding a positive correlation between music arousal level and coffee purchase likelihood, regardless of music style (classical or pop). In other words, an increase in music arousal level appears to enhance coffee purchase likelihood. The results, thereby, support the music congruity hypothesis. The article concludes with a discussion of research and managerial implications as well as directions for future research.
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