Sound is the most commonly studied facets of ambience. For example, focusing on sounds of music as an atmospheric facet, Milliman (1986) finds that the employment of different tempos of background music are linked to traffic flow and gross receipts in restaurants. Smith and Curnow (1966) contend that shoppers spend less time in a store when music is played loudly than when it is played softly. Wilson (2003) concludes that different types of music have different effects on the perceived atmosphere and the amount patrons are prepared to spend. Consequently, different levels of sound waves
(e.g. music) are closely linked to customers’ experiences and behaviors.