Another study One study The Effect of Background Music on the Taste of Wine this one Areni & Kim (1993) 1993 study a study Texas Tech University Robert Milliman genre Robert Milliman may induce make more expensive purchases study was conducted older study Association for Consumer Research Classical music makes you buy more expensive wine The Effect of Background Music on the Taste of Wine buy more wine The Effect of Background Music on the Taste of Wine The Influence of Background Music on Shopping Behavior Kim and Areni of Texas Tech study The Effect of Background Music on the Taste of Wine