How Restaurants Get You to Spend More

"A new study from British researchers at the University of Leicester and the University of Surrey concludes that when restaurants play classical music, diners are influenced to indulge more, specifically by buying fancy coffees, pricey wines, and luxurious desserts, reports Reuters and The Associated Press."

The study was done over an 18 night span in a restaurant in Market Bosworth, England. They alternated between silence, pop tunes, and classical music.

When classical music was played, patrons spent on average $40 per person, compared to $36.75 when pop tunes were featured and $35 when there was silence. Beethoven, Mahler, and Vivaldi encouraged patrons to spend more on dinner, especially on luxuries, such as coffee, dessert, fine wines, and appetizers.

Why is it that classical music makes diners feel more willing to spend money on items that make them feel more sophisticated or cultured?