Abstract
Though practitioners have relied on tempo as a criterion to design in-store music, scant attention has been devoted to the mode of musical selections, and no consideration has been given to the potential for the interactive effects of low-level structural elements of music on actual retail sales. The current research reports a field experiment wherein the positive main effect of slow tempo on actual sales reported by Milliman (J Marketing 46 (3):86–91, 1982, J Cons Res 13 (2):286–289, 1986) is qualified by musical mode. A significant interaction between tempo and mode was evidenced, such that music in a major mode did not vary in effectiveness by tempo while music in a minor mode was significantly more effective when accompanied by a slow tempo. That is, the Milliman effect was eliminated for music in a major mode. Implications of our findings and directions for further research are discussed.
Similar content being viewed by others
Notes
EchoNest API is a free, web-based audio analysis interface (http://developer.echonest.com/docs/v4/)
last.fm is an online music recommendation service (www.last.fm).
Source: Swiss Federal Office of Meteorology and Climatology—MeteoSwiss
References
Alpert, J. I., & Alpert, M. I. (1990). Music influences on mood and purchase intentions. Psychology and Marketing, 7(2), 109–133. doi:10.1002/mar.4220070204.
Anderson, C. A., Lindsay, J. J., & Bushman, B. J. (1999). Research in the psychological laboratory: truth or triviality? Current Directions in Psychological Science, 8(1), 3–9. doi:10.1111/1467-8721.00002.
Areni, C. S., & Kim, D. (1993). The influence of background music on shopping behavior: classical versus top-forty music in a wine store. Advances in Consumer Research, 20(1), 336–340.
Balch, W. R., & Lewis, B. S. (1996). Music-dependent memory: the roles of tempo change and mood mediation. Journal of Experimental Psychology: Learning, Memory, and Cognition, 22(6), 1354–1363. doi:10.1037/0278-7393.22.6.1354.
Bowling, D. L., Gill, K., Choi, J. D., Prinz, J., & Purves, D. (2009). Major and minor music compared to excited and subdued speech. The Journal of the Acoustical Society of America, 127(1), 491–503. doi:10.1121/1.3268504.
Bruner, G. C. (1990). Music, mood, and marketing. Journal of Marketing, 54(4), 94–104. doi:10.2307/1251762.
Caldwell, C., & Hibbert, S. A. (2002). The influence of music tempo and musical preference on restaurant patrons’ behavior. Psychology and Marketing, 19(11), 895–917. doi:10.1002/mar.10043.
Chebat, J.-C., Chebat, C. G., & Vaillant, D. (2001). Environmental background music and in-store selling. Journal of Business Research, 54(2), 115–123. doi:10.1016/S0148-2963(99)00089-2.
Cialdini, R. B. (2009). We have to break up. Perspectives on Psychological Science, 4(1), 5–6. doi:10.1111/j.1745-6924.2009.01091.x.
Cryder, C. E., Lerner, J. S., Gross, J. J., & Dahl, R. E. (2008). Misery is not miserly: sad and self-focused individuals spend more. Psychological Science, 19(6), 525–530. doi:10.1111/j.1467-9280.2008.02118.x.
Dalla Bella, S., Peretz, I., Rousseau, L., & Gosselin, N. (2001). A developmental study of the affective value of tempo and mode in music. Cognition, 80(3), B1–B10. doi:10.1016/S0010-0277(00)00136-0.
Donovan, R. J., & Rossiter, J. R. (1982). Store atmosphere: an environmental psychology approach. Journal of Retailing, 58(1), 34–57.
Droit-Volet, S., Bigand, E., Ramos, D., & Bueno, J. L. O. (2010). Time flies with music whatever its emotional valence. Acta Psychologica, 135(2), 226–232. doi:10.1016/j.actpsy.2010.07.003.
Fitzmaurice, G., Laird, N., & Ware, J. (2004). Applied longitudinal analysis. Wiley series in probability and statistics. Hoboken: Wiley.
Fox, J. (2008). Applied regression analysis and generalized linear models. Thousand Oaks: Sage Publications.
Fritz, T., Jentschke, S., Gosselin, N., Sammler, D., Peretz, I., Turner, R., Friederici, A. D., & Koelsch, S. (2009). Universal recognition of three basic emotions in music. Current Biology, 19(7), 573–576. doi:10.1016/j.cub.2009.02.058.
Gagnon, L., & Peretz, I. (2003). Mode and tempo relative contributions to “happy-sad” judgements in equitone melodies. Cognition & Emotion, 17(1), 25–40. doi:10.1080/02699930302279.
Garg, N., Wansink, B., & Inman, J. J. (2007). The influence of incidental affect on consumers’ food intake. Journal of Marketing, 71(1), 194–206. doi:10.1509/jmkg.71.1.194.
Garlin, F. V., & Owen, K. (2006). Setting the tone with the tune: a meta-analytic review of the effects of background music in retail settings. Journal of Business Research, 59(6), 755–764. doi:10.1016/j.jbusres.2006.01.013.
Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A room with a viewpoint: using social norms to motivate environmental conservation in hotels. Journal of Consumer Research, 35(3), 472–482. doi:10.1086/586910.
Gomez, P., & Danuser, B. (2007). Relationships between musical structure and psychophysiological measures of emotion. Emotion, 7(2), 377–387. doi:10.1037/1528-3542.7.2.377.
Hargreaves, D. J., & North, A. C. (1997). The social psychology of music. New York: Oxford University Press.
Harwood, D. L. (1976). Universals in music: a perspective from cognitive psychology. Ethnomusicology, 20(3), 521–533. doi:10.2307/851047.
Hevner, K. (1935). The affective character of the major and minor modes in music. The American Journal of Psychology, 47(1), 103–118. doi:10.2307/1416710.
Hunter, P., Schellenberg, E. G., & Schimmack, U. (2008). Mixed affective responses to music with conflicting cues. Cognition & Emotion, 22(2), 327–352. doi:10.1080/02699930701438145.
Husain, G., Thompson, W. F., & Schellenberg, E. G. (2002). Effects of musical tempo and mode on arousal, mood, and spatial abilities. Music Perception, 20(2), 151–171. doi:10.1525/mp.2002.20.2.151.
Inman, J. J., Winer, R. S., & Ferraro, R. (2009). The interplay among category characteristics, customer characteristics, and customer activities on in-store decision making. Journal of Marketing, 73(5), 19–29. doi:10.1509/jmkg.73.5.19.
Jehan T. (2005). Creating music by listening. PhD thesis, Massachusetts Institute of Technology, Cambridge, MA.
Kellaris, J. J. (2008). Music and consumers. In C. P. Haugtvedt, P. M. Herr, & F. R. Kardes (Eds.), Handbook of consumer psychology (pp. 837–856). New York: Taylor & Francis Group/Lawrence Erlbaum Associates.
Kellaris, J. J., & Kent, R. J. (1991). Exploring tempo and modality effects on consumer responses to music. Advances in Consumer Research, 18(1), 243–248.
Kellaris, J. J., & Kent, R. J. (1992). The influence of music on consumers’ temporal perceptions: does time fly when you’re having fun? Journal of Consumer Psychology, 1(4), 365–376. doi:10.1016/S1057-7408(08)80060-5.
Kellaris, J. J., & Kent, R. J. (1993). An exploratory investigation of responses elicited by music varying in tempo, tonality, and texture. Journal of Consumer Psychology, 2(4), 381–401. doi:10.1207/s15327663jcp0204_03.
Lerner, J. S., Small, D. A., & Loewenstein, G. (2004). Heart strings and purse strings. Psychological Science, 15(5), 337. doi:10.1111/j.0956-7976.2004.00679.x.
Lundin, R. W. (1985). An objective psychology of music (3rd ed.). Malabar: R.E. Krieger Pub. Co.
McAdams, S., Winsberg, S., Donnadieu, S., De Soete, G., & Krimphoff, J. (1995). Perceptual scaling of synthesized musical timbres: common dimensions, specificities, and latent subject classes. Psychological Research, 58(3), 177–192. doi:10.1007/BF00419633.
Meyer, L. B. (1956). Emotion and meaning in music. Chicago: The University of Chicago Press.
Milliman, R. E. (1982). Using background music to affect the behavior of supermarket shoppers. Journal of Marketing, 46(3), 86–91. doi:10.2307/1251706.
Milliman, R. E. (1986). The influence of background music on the behavior of restaurant patrons. Journal of Consumer Research, 13(2), 286–289. doi:10.1086/209068.
Morrison, M., & Beverland, M. (2003). In search of the right in-store music. Business Horizons, 46(6), 77–82. doi:10.1016/S0007-6813(03)00092-2.
Morrison, M., Gan, S., Dubelaar, C., & Oppewal, H. (2011). In-store music and aroma influences on shopper behavior and satisfaction. Journal of Business Research, 64(6), 558–564. doi:10.1016/j.jbusres.2010.06.006.
Murray, K. B., Di Muro, F., Finn, A., & Popkowski Leszczyc, P. (2010). The effect of weather on consumer spending. Journal of Retailing and Consumer Services, 17(6), 512–520. doi:10.1016/j.jretconser.2010.08.006.
North, A. C., Hargreaves, D. J., & McKendrick, J. (2000). The effects of music on atmosphere in a bank and a bar. Journal of Applied Social Psychology, 30(7), 1504–1522. doi:10.1111/j.1559-1816.2000.tb02533.x.
North, A. C., Shilcock, A., & Hargreaves, D. J. (2003). The effect of musical style on restaurant customers’ spending. Environment and Behavior, 35(5), 712–718. doi:10.1177/0013916503254749.
Oakes, S. (2003). Musical tempo and waiting perceptions. Psychology and Marketing, 20(8), 685–705. doi:10.1002/mar.10092.
Park, C. W., & Young, S. M. (1986). Consumer response to television commercials: the impact of involvement and background music on brand attitude formation. Journal of Marketing Research, 23(1), 11–24. doi:10.2307/3151772.
Peretz, I., Gagnon, L., & Bouchard, B. (1998). Music and emotion: perceptual determinants, immediacy, and isolation after brain damage. Cognition, 68(2), 111–141. doi:10.1037/a0013790.
Pinheiro J., Bates D., DebRoy S., Sarkar D., & the R core team (2011). nlme: linear and nonlinear mixed effects models. R-Package version 31–102.
Sadie, S., & Tyrrell, J. (2001). The new Grove dictionary of music and musicians (2nd ed.). New York: Grove.
Spangenberg, E. R., Grohmann, B., & Sprott, D. E. (2005). It’s beginning to smell (and sound) a lot like Christmas: the interactive effects of ambient scent and music in a retail setting. Journal of Business Research, 58(11), 1583–1589. doi:10.1016/j.jbusres.2004.09.005.
Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: a review of the experimental evidence. Journal of Business Research, 49(2), 193–211. doi:10.1016/S0148-2963(99)00010-7.
Vida, I., Obadia, C., & Kunz, M. (2007). The effects of background music on consumer responses in a high-end supermarket. International Review of Retail, Distribution & Consumer Research, 17(5), 469–482. doi:10.1080/09593960701631532.
Webster, G. D., & Weir, C. G. (2005). Emotional responses to music: interactive effects of mode, texture, and tempo. Motivation and Emotion, 29(1), 19–39. doi:10.1007/s11031-005-4414-0.
Wilson, S. (2003). The effect of music on perceived atmosphere and purchase intentions in a restaurant. Psychology of Music, 31(1), 93–112. doi:10.1177/0305735603031001327.
Yalch, R. F., & Spangenberg, E. (1993). Using store music for retail zoning: a field experiment. Advances in Consumer Research, 20(1), 632–636.
Yalch, R. F., & Spangenberg, E. R. (2000). The effects of music in a retail setting on real and perceived shopping times. Journal of Business Research, 49(2), 139–147. doi:10.1016/S0148-2963(99)00003-X.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Knoferle, K.M., Spangenberg, E.R., Herrmann, A. et al. It is all in the mix: The interactive effect of music tempo and mode on in-store sales. Mark Lett 23, 325–337 (2012). https://doi.org/10.1007/s11002-011-9156-z
Published:
Issue Date:
DOI: https://doi.org/10.1007/s11002-011-9156-z