Music is widely used to motivate human behaviors and to influence mindset. Background music plays an important role in our everyday lives (eating, drinking, shopping, and driving). It is an important environmental cue that affects consumers’ emotions, attitudes, and behaviors. Music can subconsciously influence our moods and purchasing behaviors (North and colleagues, 2016).

The mood and meaning conveyed by music are determined by musical features such as pitch, timbre, and tempo. Among them, music tempo is the most important feature that influences the expression of music (Juslin, 2019). Tempo is the speed at which a piece of music is played.

Research studies have shown that the tempo of background music influences consumers’ pace of action. For example, listening to fast-tempo music speeds up the rate at which people eat, walk, and drive (they feel more hurried). Consumers spend more time in the grocery store when the background music is slow as they browse a range of products.

Music can prime certain thoughts and associations. For example, a study (North, 2016) exposed customers in a supermarket drinks section to either French music or German music. The results showed that French wine outsold German wine when French music was........

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