Lombard effect, ambient noise, and willingness to spend time and money in a restaurant.

The objective of this study is to determine the minimum level of noise in a restaurant that starts the Lombard effect, and how it relates to the perceived communication disturbance and the willingness to spend time and money for a meal. Twenty-eight participants were instructed to read a passage in the presence of restaurant noise from 35 to 85 dB(A). As the noise level increased, participants began to be disturbed by the noise at 52 dB(A) and began to raise their voice at 57 dB(A). The willingness to spend time and money decreased starting at 52 dB(A).