This document discusses several studies on the effect of music on consumer behavior. One study found that playing French music led to more sales of French wine, while German music increased German wine sales. Another study found people were more likely to choose food from the country whose music was playing. Additional research found that playing soft background music led diners to spend 20% longer in a restaurant and increase their total spending. The document also examines how music constructs meaning and influences rituals and social behaviors on both conscious and subconscious levels.