Research note The effect of visual and auditory elements on patrons’ liquor-ordering behavior: An empirical study

This research aims to empirically study the impact of music and visual consistency on specific wines in the bar. Specifically, we examine the influence of atmosphere elements and wine consistency on customers' wine order behavior and their expenditure. French auditory and visual cues are used to study the effect of consistency, as most Koreans link wine with French culture. A collection of 650 receipts from two different branches of the bar was collected over four weeks. In this study, we found that under visually consistent conditions, the percentage of wine spending on all table spending and the percentage of alcohol spending on all table spending will increase. When the auditory joint condition is executed, the possibility of ordering wine increases. There is no interaction effect. Based on the meaning of these findings, I will explain it at the last part of the research

Advertisements often include nonverbal auditory elements such as music and sound effects, and nonverbal visual elements such as images and logos. According to a few experiments, the results directly affect the visual elements, not the English auditory elements, but the auditory elements exceed the visual elements. If a picture of a woman wearing a bikini on a poster on London is displayed on a street in London, this is a common problem, but such a picture may cause anger in the Middle East. Furthermore, when comparing and analyzing visual contents among countries such as the United States, France, the United Kingdom, many differences and similarities became clear. Differences seen in elements such as visual size, use of photos, use of black and white vision, and product size within the field of view

This research aims to empirically study the impact of music and visual consistency on specific wines in the bar. Specifically, we examine the influence of atmosphere elements and wine consistency on customers' wine order behavior and their expenditure. French auditory and visual cues are used to study the effect of consistency, as most Koreans link wine with French culture. A collection of 650 receipts from two different branches of the bar was collected over four weeks. In this study, we found that under visually consistent conditions, the percentage of wine spending on all table spending and the percentage of alcohol spending on all table spending will increase. When the auditory joint condition is executed, the possibility of ordering wine increases. There is no interaction effect. Based on the meaning of these findings, I will explain it at the last part of the research

Effect of Visual Elements and Auditory Elements of Study Notes on Customers' Alcohol Sorting Behavior: Empirical Studies