Music can ameliorate a customer's emotional evaluation of the service environment which, in turn, positively affects his approach behavior towards the service organization. This was found by a study that examined the impact of music on consumers' reactions to waiting for services. The study tested three different constructs, namely, perceived wait duration, emotional evaluation of the service environment and emotional response to the wait. Although positively valenced music may increase perceived wait duration, it was found to have no significant effect on consumers' behavioral response to the service organization.