The influence of background music on shopping behavior: classical versus top-forty music in a wine store charles s areni, texas tech university david kim, texas tech university as part of a field experiment in a large us city, the background music (classical versus top-forty) in a centrally located wine store was varied over a two month period. The effect of amount of information and music on consumer shopping behaviors in an online apparel retailing setting dissertation presented in partial fulfillment of. While some stores play or don't play music without a second thought, the significant effects of music have been identified in dozens of academic studies we'll break out the coolest findings as summarized in a paper by nicolas guéguen, céline jacob, marcel lourel and hélène le guellec.
We found that people evaluate a store most positively -- and this is a little bit different than their perceptions of crowding -- when there is either fast tempo music and not a lot of people shopping, or where there are a lot of people and slower tempo music, the professor points out.
How background music influences shopping behaviour april 6, 2015 1:48 pm published by soundjack over the years, there have been numerous studies to show how playing different types of background music can influence shopping behaviour. One study on music’s effects on shopping behaviors – (donovan and rossiter, 1982), is also known as the pleasure-arousal-dominance (pad) model the results suggest that a store’s atmosphere affects the emotional states of consumers for example, store music varies by volume, tempo, pitch and texture and by the specific songs played. Over the years, there have been numerous studies to show how playing different types of background music can influence shopping behaviour everything from music volume to tempo can all play a part in how consumers spend money and behave in shops.
It’s probably a fair guess to say that the type of music playing is one of the first characteristics shoppers notice and indeed genre has an effect of shopping behavior one study investigated the effect of playing top-40 pop music versus classical music in a wine store ultimately, playing classical music led to more money being spent by shoppers. While the pleasant scent and music did not have any effect on the shoppers' reported moods, they did affect how much the shoppers spent shoppers who had made an unplanned purchase spent, on average, $3289 more when music was playing than those in the control condition when a scent was present, they spent about $866 less. Classical music versus top 40 music at a wine store increases sales and leads customers to buy more expensive merchandise.
Clare caldwell and sally hibbert of the association for consumer research, explain in their analysis “ play that one again: the effect of music tempo on consumer behavior in a restaurant,” that research indicates that loud, fast-tempo music that is more arousing or enervating influences people to spend less time on shopping. The shoppers--774 in all--also noted how much they enjoyed their shopping experience that day and whether items were easy to find in the mall while the pleasant scent and music did not have any effect on the shoppers' reported moods, they did affect how much the shoppers spent. Describes an experiment conducted comparing the effects of background and foreground music on clothing store shoppers concludes that choosing to play store music solely to satisfy customers′ preferences may not be the optimal approach instead music should be varied across areas of a store that appeal to different‐aged customers.
Some effects of music are universal music also has been proven to make a difference in a person's perception of whether a store is crowded, a situation most shoppers consider negative, according to karen machleit, another uc marketing professor. They hypothesized that country music, in contrast, would lead to participants to pay more for utilitarian products (ie toothbrush, disposable ball point pen) groups of 180 scottish college students heard either classical music, country music, or no music while viewing slides of 10 social identity products and also 10 utilitarian products. Of low involvement with online shopping results revealed 1) a direct effect of music on emotional states, 2) direct effects of emotional states affected by music on perceived risk, attitude towards the site, and purchase intent, 3) an indirect effect of emotional states affected.
One study investigated the effect of playing top-40 pop music versus classical music in a wine store ultimately, playing classical music led to more money being spent by shoppers ultimately, playing classical music led to more money being spent by shoppers. Although researchers have examined the effects of music volume (smith and curnow, 1966) and tempo (milliman, 1982, 1986) on certain aspects of shopping behavior, bruner (1990) suggests that the genre of the background music is likely to produce stronger effects on perceptions and preferences.