| Decades of market research have investigated how music can influence consumer purchase, food consumption, and alcoholic drinking. Before market researchers declared music an influencer of atmospheric perception, sociologists discovered the sway of music on crowd collective action in sporting events, political rallies, and societal unrest. There remains a lack of research on how live music may influence football fan behavior during a game. Therefore, this study observed the number of behavioral responses from university students elicited by a university marching band's music prompts (N = 11) at an American university football game. By recording observations of behavior in the student section during home football games, this investigation found that from the total number of music prompts observed (n =202), 50% (n =100) of the music prompts elicited a behavioral response from the student section. |
