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There is a wealth of research looking at the effects of background music on consumer behavior. For example, Millman (1982; J. of Marketing) found that slow-paced music, relative to fast-paced music and no music, significantly increased sales volume in supermarkets. North and Hargreaves (1998; J. of Applied Social Psychology) found that classical and pop music, relative to easy listening music and silence, increased sales at a cafeteria. Recent studies by Chebat et al. (2000; Perceptual & Motor Skills) and Dube and Morin (2001; J. Business Research) suggest that the influence of music, however, is indirect. Rather than directly making consumers want to buy products, music appears to work by making consumers view the physical (e.g., atmosphere of store) and social (e.g., attitudes toward salespersons) aspects of the retail environment in more positive manner, which in turn leads to increased sales. Similarly, music can also indirectly influence sales by influencing how long patrons remain in establishments: Millman (1986; J. Consumer Research) found that slow tempo music caused bar patrons to stay longer, which in turn led to increased sales.

Also, research indicates that musical characteristics can interact with retail characteristics. For instance, Eroglu et al. (2005; Psychology & Marketing) reported that slow tempo music increases sales when the density of consumers in a retail establishment is high, while fast tempo music increases sales when the density of consumers is low.

Of course, these are group effects: on average, groups of consumers who are exposed to certain types of music buy more than groups of consumers exposed to other types of music and/or silence. There will almost always be individual exceptions, such as the writer of this week’s letter.

Maybe the writer just doesn’t like music, in which case the presence of music would be detrimental. Or perhaps the writer is a person who likes to be in control of their behavior. Thus, when walking into a retail establishment, he perceives the background music as an insidious attempt to influence his behavior and rebels against it. Interestingly, however, research indicates that the effects of music on consumer behavior are independent of whether or not the consumers’ are even aware of the presence of background music (Millman, 1982).

In 1960 I worked as a general dogsbody in a Wimpy Bar in Streatham High Street. They had a 'piped music' machine with about 10 tape cartridges of a unique pattern that appeared to have only one spool with the tape pulled off the centre of the spool and wound onto the outside. I puzzeled long over how this could possibly work. The cartridges were labeled with labels like 'Linger over lunch', 'Too busy', 'Time for home', 'Cocktail Hour', 'Easy Tea', 'Time for a chat' etc. The manageresses of the bar had been on a course which taught them how to use this machine to control the crowds in their domain. The trick was to always have people seated in the dining room but to make it look from outside like there was enough space to find a seat and be served quickly. Whether this really worked I can't say, but the manageresses were convinced that they could successfully control the flow of customers using this machine. I note that Wimpy was part of the Lyons Corner House group, and this was one of Britains first computerised companies, behind the famous LEO computer. I imagine that the effectiveness of the piped music strategy had been proven by significant research.

Regards

Richard Watts, Bristol

Not only does it increase sales, but specific music can increase sales of specific items. In a 1997 study, psychologist Adrian North and colleagues played stereotypically French and German music on alternate days in front of a display of French and German wines (Nature, vol 390, p 132). French music led to French wines outselling German ones, whereas German music had the opposite effect. Yet a questionnaire suggested customers were unaware that the music had an effect on their product choices.

Jon Sutton, Leicester, UK

Though I personally share the questioner's distaste, I know from involvement in marketing that such music does indeed increase sales. Tests have shown music related to a product can affect sales directly; for example, playing overtly French music in a supermarket will increase sales of French wine or cheese, especially if other promotional tactics draw attention to these products.

This is probably because the music creates a mental association with a product, although exactly why remains a mystery. It works with smells too - the piped smell of fresh, ground coffee or baking bread also increases sales.

The impact of background music is less clear, though many retailers feel that a library-like atmosphere of silence can be off-putting. So, despite the cost (in the UK payments must be made to the Performing Rights Society), such music is widely played. Indeed, some retailers make a feature of it. For example, coffee chain Starbucks displays a notice of what is playing and has the CD for sale.

That said, I am sure much music is off-putting, particularly if it is very loud, prompting some people to avoid the stores it is played in.

Patrick Forsyth, Maldon, Essex, UK

Ask the cows

http://news.bbc.co.uk/2/hi/science/nature/1408434.stm