Taste for jazz makes you more inclined to eat wisely and well

JAZZ is not a milieu traditionally associated with healthy living, conjuring up an era of smoked-filled clubs with liberally flowing alcohol and a menu heavy on steak and chips. But according to a new study, its moody piano blues could influence better dietary choices.

The results of the Danish research, published in the journal Appetite, found that a slow, high-pitched jazz melody played on the piano nudged people towards choosing a healthy meal.

Researchers at Aarhus University took a group of 215 adults, roughly half from Denmark and half from China. For each national group, half the participants listened to a soundtrack of jazz piano, while the remainder were played a soundtrack composed of a lower-pitched, distorted melody.

They were then presented with four food options while their eye movements were tracked. The researchers found that those who had listened to the jazz were more likely to choose a healthy dish. Their eyes were also noted to linger for longer over these foods.

The scientists said the involvement of people from two markedly different cultures confirms the finding that the jazz track acted as an auditory “nudge” towards the healthier dish. “Our results indicate that, with strategically chosen soundscapes, it is possible to influence consumers’ decision-making processes and guide their attention towards healthier foods,” they said.

“Although the present study was a controlled in-laboratory experiment, the results have theoretical as well as societal implications, particularly for retail and restaurant businesses who want to encourage healthy eating but at the same time keep sales high.”

While this is the first study to explicitly link jazz to food choice, previous research has shown background music can influence consumer behaviour. A study last year suggested playing “sweetsounding” music can help people avoid sugary food by tricking the brain into thinking the dish is sweeter than it is.

‘With strategically chosen soundscapes, it is possible to guide consumers’ attention towards healthier foods’