UNLV Retrospective Theses & Dissertations 1-1-2000 A study of the effect of music genre and intensity on ethnic menu item selection in a military dining facility Tammy S Hinskton University of Nevada, Las Vegas Follow this and additional works at: https://digitalscholarship.unlv.edu/rtds Repository Citation 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. http://dx.doi.org/10.25669/ou19-rq1o This Thesis is protected by copyright and/or related rights. It has been brought to you by Digital Scholarship@UNLV with permission from the rights-holder(s). You are free to use this Thesis in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s) directly, unless additional rights are indicated by a Creative Commons license in the record and/ or on the work itself. This Thesis has been accepted for inclusion in UNLV Retrospective Theses & Dissertations by an authorized administrator of Digital Scholarship@UNLV. For more information, please contact [email protected]. INFORMATION TO USERS This manuscript has been reproduced from the microfilm master. UMI films the text directly from the original or copy submitted. Thus, some thesis and dissertation copies are in typewriter face, while others may be from any type of computer printer. The quality of this reproduction is dependent upon the quality of the copy subm itted. Broken or indistinct print, colored or poor quality illustrations and photographs, print bleedthrough, substandard margins, and improper alignment can adversely affect reproduction. In the unlikely event that the author did not send UMI a complete manuscript and there are missing pages, these will be noted. Also, if unauthorized copyright material had to be removed, a note will indicate the deletion. Oversize materials (e.g., maps, drawings, charts) are reproduced by sectioning the original, beginning at the upper left-hand comer and continuing from left to right in equal sections with small overlaps. Photographs included in the original manuscript have been reproduced xerographically in this copy. Higher quality 6” x 9” black and white photographic prints are available for any photographs or illustrations appearing In this copy for an additional charge. Contact UMI directly to order. Bell & Howell Information and Learning 300 North Zeeb Road, Ann Arbor, Ml 48106-1346 USA 800-521-0600 UMI’ Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. A STUDY OF THE EFFECT OF MUSIC GENRE AND INTENSITY ON ETHNIC MENU ITEM SELECTION IN A MILITARY DINING FACILITY by Tammy S. Hinskton Bachelor of Science Colorado State University 1995 A thesis submitted in partial fulfillment of the requirements for the Master of Science Degree William F. Harrah College of Hotel Administration Graduate College University of Nevada, Las Vegas December 2000 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. UMI Number: 1403077 UMI UMI Microform 1403077 Copyright 2001 by Bell & Howell Information and Learning Company. All rights reserved. This microform edition is protected against unauthorized copying under Title 17. United States Code. Bell & Howell Information and Learning Company 300 North Zeeb Road P.O. Box 1346 Ann Arbor. Ml 48106-1346 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Thesis Approval UNIV The Graduate College University of Nevada, Las Vegas 28 November_____ ^ 2QQQ The Thesis prepared by _____________Tammy S. Hinskton Entitled A Study of the Effect of Music Genre and Intensity on Ethnic Menu Item Selection in a Military Dining Facility is approved in partial fulfillment of the requirements for the degree of Master of Science in Hotel Administration Examination Committee Chair Dean of the Graduate College Emmination Committee Member Examinaiiori'Committee Member Graduate allegeCollege F oamFoamy y Repn Representative PR/1017-53/1.00 11 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. ABSTRACT A Study of the Effect of Music Genre and Intensity on Ethnic Menu Item Selection on a Military Dining Facility by Tammy S_ Hinskton Dr. Andrew Hale Feinstein, Examination Committee Chair Assistant Professor o f Hotel Administration University of Nevada, Las Vegas Restaurateurs spend millions of dollars yearly in the design, building, and renovations to their establishments. Nonetheless, very little time is spent focusing on the sales atmosphere that impacts customers purcihasing behavior. In many cases, atmosphere has a greater influence over consumers' purchase decisions than the product itself. One o f the most easily and inexpensive=ly adjusted element o f the atmosphere is music. The purpose of this study is to determime the effects of music genre and intensity on patrons' ethnic menu item selection o f a miHitary 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 significant:ly affects patrons’ selection of an associated ethnic menu item in a military dining facility. The second research question examined whether specific levels of music intemsity of an ethnic music genre significantly effect patrons’ selection of an associated ethnic menu item in a military 111 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. dining facility. The final research question focused on the demographic traits o f patrons. Did customers' demographics significantly affect their ethnic menu item selection? All three questions were analyzed using multinomial regression analysis. The experiment was conducted during the lunch meal at a military dining facility. Two ethnic meals, Italian and Mexican, were available for purchase during lunch. The ethnic music was then randomly played at two intensities — low and medium — over a period of six days. On patrons' first visit they were asked to complete a brief survey. On subsequent visits, only their entrée selections were tracked. The survey was composed of questions about food preferences and demographics. The presence of ethnic music had a significant impact on the selection o f ethnic entrées, but not the associated ethnic entree. Specific levels of music intensity o f an ethnic genre were also found to have a significant impact on ethnic menu item selection, but not on the associated ethnic entree. Finally, several moderating variables — age, gender, and general feelings for the ethnic meals — significantly affected the relationship between music genre and intensity on ethnic menu item selection IV Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. TABLE OF CONTENTS ABSTRACT................................................................................................................................ iii LIST OF TABLES.................................................................................................................... vü LIST OF FIGURES.................................................................................................................. viii ACKNOWLEDGEMENTS....................................................................................................... ix CHAPTER I: THE PROBLEM AND ITS PURPOSE...........................................................1 Introduction. ................................................................................................................ 1 Problem Statement ................................................................................................................... 4 Purpose of the Study ................................................................................................................. 4 Research Questions .................................................................................................................. 5 Significance of Study ................................................................................................................ 5 Definitions ..................................................................................................................................6 Delimitations ............................................................................................................................. 7 CHAPTER n-. REVIEW OF LITERATURE ..........................................................................8 Introduction. ...............................................................................................................................8 Foodservice Industry Segments .............................................................................................. 9 Environment ............................................................................................................................11 Atmospherics...........................................................................................................................13 Physical Environment ...........................................................................................................