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Understanding Behavior Research

...... The research design could best be described as relational or non-contrived. While not specifically descriptive and observational (circumstances were manipulated and students were openly interviewed), the experiment was also not conducted as a controlled laboratory research study, in which students were asked to dine in a room under carefully screened circumstances. The independent or manipulated variable was that of the music and the dependent variables were the ratings assigned to the environment and self-reported food choices. In general, pop music was associated with the environment being perceived as generally upbeat and assertive/ aggressive, and also as least peaceful. Classical music was associated with the environment being perceived as generally up-market or dignified/elegant, and as least upbeat and easy listening had few positive effects on responses (North & Hargreaves, 1998, p. 2260)
Another obvious threat to the internal validity of the studys conclusions was that different types of students might perceive the music differently, as well as the fact that the music might have a greater or lesser impact upon the habits and purchasing of different demographic of shoppers. The specific group of students who often have lunch might prefer popular music, while a late night group of students might