Ambience serves as the silent influencer of consumer satisfaction.

Beauty is generated by a situation.

Background music exerts a strong effect on consumer buying behavior.

“No object is so ugly that, under certain conditions of light and shade, or proximity to other things, it will not look beautiful.” —Oscar Wilde

Ambience is defined as an atmosphere, or a surrounding influence. It involves subjective experience of the outside world through sense perception. The atmosphere or ambience of a certain situation contributes to the aesthetic experience.

We appreciate the way in which various elements come together to influence the aesthetic experience. For example, our appreciation of food is inseparable from the whole ambience orchestrated by a few other ingredients: table setting and decoration, the environment in which we are eating, music, the occasion, time of the day, and so on.

Our ordinary experience is seldom obtained through a single sensory source. What we appreciate is not any single sensation (a smell and texture) but the way in which various elements come together to provide ambience. That is, taste is........

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