Music and Coffee: How does background music affect the value of a cup of coffee
Growing up in a hectic and hustling city like Hong Kong, many citizens consume caffeine to energize themselves to deal with the everyday workloads ahead, either from studies or work. This year, when I am studying in Europe, I discover that the culture of drinking coffee is even more prevailing. This huge demand in the coffee market attracts the visions of businessmen, triggering a trend of small coffee shops and cafés opening. However, due to the keen competition from large-scale chain coffee shops such as Starbucks and Pacific Coffee, it is difficult for these small coffee shops to survive and sustain. This phenomenon contributes to my thoughts of possible ways to increase their value. Simultaneously, a literature, which manifests the positive relations between background music and taste of wine triggered my research. In the following research paper, I am going to investigate into the relationships between the value of a cup of coffee and the background music.
Valencia (Spain) Campus
Sun Lai, Dik. “Music and Coffee: How does background music affect the value of a cup of coffee.” Master's Project, Berklee College of Music, 2016. https://remix.berklee.edu/graduate-studies-global-entertainment-business/293