Just as music and lighting can influence what shoppers buy, toning down the tunes and dimming the lights in a fast food restaurant can help diners enjoy their meal more and eat less, according to a U.S. study.
After transforming part of a fast food restaurant in Illinois with milder music and lighting, researchers found that customers ate 18 percent fewer calories than other people in the unmodified part of the restaurant.
“When we softened the lights and softened the music in the restaurant it didn’t change what people ordered, but what it did do was lead them to eat less and made them more satisfied and happier,” said Brian Wansink, a professor of marketing and consumer behavior at Cornell University in New York.
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