How Background Music Affects Customer Behavior

The science of background music in business

Music is processed by the brain in ways that directly influence emotion, behavior, and memory. In commercial environments, this creates measurable effects on customer experience — and on business outcomes.

Dwell time

One of the most consistent findings in retail and hospitality research is that background music influences how long customers stay. Slower tempos are associated with longer dwell times in restaurants and retail stores. The longer a customer stays, the more likely they are to make additional purchases or return.

A landmark 1982 study by Milliman found that slow music in a restaurant led customers to spend significantly more time at the table — and to spend more on drinks as a result.

Spending

Multiple studies have found that appropriate background music increases spending. In a restaurant context, slow tempo music has been linked to higher average spend per table. In retail, music that matches the brand's positioning has been associated with customers selecting higher-priced products.

A famous study in a wine shop found that when French music played, customers bought French wine. When German music played, they bought German wine — without consciously noticing the music at all.

Perceived waiting time

In service environments like banks, queues, and waiting rooms, background music reduces the perceived length of wait times. Customers who hear music during a wait report shorter perceived wait times than those who wait in silence.

Brand perception

Music that fits a brand's identity reinforces the customer's perception of that brand. A luxury hotel playing upmarket ambient music signals quality. A gym playing high-energy tracks signals intensity and motivation. Mismatched music — classical in a fast-casual restaurant, or pop in a luxury spa — can subtly undermine brand perception.

Staff performance

The effects of background music are not limited to customers. Research on workplace music suggests that appropriate background music can improve focus, reduce stress, and increase task efficiency in service environments.

What this means for your business

Choosing background music for your business is not an aesthetic decision — it is a commercial one. The right tempo, volume, and style can increase time on site, lift average spend, reduce perceived waiting times, and reinforce your brand positioning.

Consumer streaming services are not built for this. They lack the controls, the commercial licensing, and the playlist organization that business environments need.

Track Studios for business music

Track Studios provides royalty-free AI playlists organized by mood and energy level, so you can match the music to the customer experience you want to create. Browser controls let you switch playlists to match different times of day and trading periods. The included catalog is not registered with collecting societies.

Plans start at €25 per month per location, with a 7-day free trial.