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Bakgrundsmusikens effekter på personal och försäljning
Abstract
Det är sedan länge känt att bakgrundsmusik kan påverka hur konsumenterna upplever och agerar på en marknadsplats. Vi vet däremot väldigt lite om personalens upplevelser av bakgrundsmusiken, samt vad effekterna blir om personalen i högre utsträckning kan påverka den musik som spelas i butiken. Det övergripande syftet med detta projekt har varit att studera personalens upplevelser av bakgrundsmusik i detaljhandeln, samt om försäljningen påverkas av att personalen får möjligheter att påverka bakgrundsmusiken i butiken.
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The effects of in-store music on consumer behavior have attracted much attention in the marketing literature, but surprisingly few studies have investigated in-store music in relation to employees. Conducting a large-scale field experiment in eight Filippa K fashion stores in Stockholm, Sweden, we investigate whether it is beneficial for store owners to give employees more opportunities to influence the in-store music. The experiment lasted 56 weeks, and the stores were randomly assigned into a treatment group and a control group, with the employees in the treatment stores having the opportunity to influence the in-store music through an app developed by Soundtrack Your Brand (SYB). The results from the experiment show that sales decreased by, on average, 6% in treatment stores when employees had the opportunity to influence the music played in the store. Interviews revealed that employees frequently changed songs, preferred to play high-intensity songs, and had diverse music preferences that were not congruent with the brand values of the company. Our results thus imply that employees choose music that suits their preferences rather than based on what is optimal for the store, suggesting that store owners might want to limit their opportunities to influence the background music in stores.
Businesses might use music to align consumers with brand values, thereby inuencing consumers' choices and perceptions. However, previous studies have focused on the eects of various characteristics of the music choice (e.g., tempo and style) and not on the eect of the congruence between music and brand values. Our cooperation with Soundtrack Your Brand, the exclusive provider of Spotify Business, makes it possible for us to test the eect of congruence between music and brand values on consumers in a eld experiment using 16 chain restaurants within the Stockholm metropolitan area. Our results show that a playlist that only includes brand-t songs increases revenues by 9.1 percent in comparison to selecting music that does not t the brand. We also nd that brand-t music has a positive impact on consumers' emotions and that music seems to have an unconscious eect on consumers.
Atmospheric in-store stimuli have been the subject of considerable empirical investigation for over 30 years. This research presents a meta-analysis of 66 studies and 135 effects (N = 15,621) calibrating the atmospheric effects of music, scent, and color on shopping outcomes. At an aggregate level, the results reveal that environments in which music or scent are present yield higher pleasure, satisfaction, and behavioral intention ratings when compared with environments in which such conditions are absent. Warm colors produce higher levels of arousal than cool colors, while cool colors produce higher levels of satisfaction than warm colors. The estimated average strength of these relationships ranged from small to medium. Effect sizes exhibited significant between-study variance, which can be partly explained by the moderators investigated. For instance, larger effect sizes were observed for the relationship between scent and pleasure in those samples with a higher (vs. lower) proportion of females. Data also indicated a tendency toward stronger music and scent effects in service settings as compared to retail settings. The results of this analysis, based on data aggregated across the research stream, offer retailers a guide to enhance customers’ shopping experience through judicious use of in-store atmospheric stimuli.
Music as an environmental aspect of professional workplaces has been closely studied with respect to consumer behavior while sparse attention has been given to its relevance for employee behavior. In this article, we focus on the influence of music upon cooperative behavior within decision-making groups. Based on results from two extended 20-round public goods experiments, we find that happy music significantly and positively influences cooperative behavior. We also find a significant positive association between mood and cooperative behavior. Consequently, while our studies provide partial support for the relevance of affect in relation to cooperation within groups, we also show an independently important function of happy music that fits with a theory of synchronous and rhythmic activity as a social lubricant. More generally, our findings indicate that music and perhaps other atmospheric variables that are designed to prime consumer behavior might have comparably important effects for employees and consequently warrant closer investigation. Copyright © 2016 The Authors Journal of Organizational Behavior Published by John Wiley & Sons Ltd.
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.
This field study investigated the extent to which stereotypically French and German music could influence supermarket customers' selections of French and German wines. Music with strong national associations should activate related knowledge and be linked with customers buying wine from the respective country. Over a 2-week period, French and German music was played on alternate days from an in-store display of French and German wines. French music led to French wines outselling German ones, whereas German music led to the opposite effect on sales of French wine. Responses to a questionnaire suggested that customers were unaware of these effects of music on their product choices. The results are discussed in terms of their theoretical implications for research on music and consumer behavior and their ethical implications for the use of in-store music. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Retailers have long understood the importance of store environment in enhancing the shopping experience, and past research has examined the main effects of many pleasant ambient stimuli such as music and scent. To further our theoretical understanding, we extend the notion of Gestalt to consumers’ perceptions of retail environments and demonstrated that consumers perceive Servicescapes holistically. Specifically, we suggest that the arousing quality of ambient stimuli is one dimension along which holistic evaluations occur, and that pleasant ambient stimuli are perceived more positively when their arousing qualities match rather than mismatch.We manipulated scent and music in a 3 (no music, pleasant low arousal and high arousal music) by 3 (no scent, pleasant low and high arousal scents) factorial design in a field setting. Our findings show that when ambient scent and music are congruent with each other in terms of their arousing qualities, consumers rate the environment significantly more positive, exhibit higher levels of approach and impulse buying behaviors, and experience enhanced satisfaction than when these environmental cues were at odds with each other.
How is information about people conveyed through their preferences for certain kinds of music? Here we show that individuals use their music preferences to communicate information about their personalities to observers, and that observers can use such information to form impressions of others. Study 1 revealed that music was the most common topic in conversations among strangers given the task of getting acquainted. Why was talk about music so prevalent? Study 2 showed that (a) observers were able to form consensual and accurate impressions on the basis of targets' music preferences, (b) music preferences were related to targets' personalities, (c) the specific cues that observers used tended to be the ones that were valid, and (d) music preferences reveal information that is different from that obtained in other zero-acquaintance contexts. Discussion focuses on the mechanisms that may underlie the links between personality and music preferences.
Social experiments have been used in research since the 1960s, yet the technique of controlled experimentation still arouses controversy among social scientists. The crucial element that distinguishes a controlled experiment from other forms of research is random assignment of treatment to the observational units of study. Because treatment differences in the sample occur as a result of random chance, the effects of the treatment on behavior can be measured with high reliability. This paper examines the advantages and disadvantages of experiments in comparison with other research techniques and describes the circumstances where randomized trials should be preferred over other methods. Copyright 1995 by American Economic Association.
That music affects human beings in various ways has probably been presumed as long as people have played music. Many marketing practitioners already accept this notion, given that music is increasingly used as a stimulus in the retail environment as well as in radio and television advertising. Yet, fewer than 20 published empirical studies in marketing have music as their focus. The author reviews the small body of marketing literature, surveys relevant literature outside marketing, and provides research propositions to guide future studies.
This paper critically reviews the literature available and presents an empirical study that examines the effects of background music on in-store shopping behavior. It finds that music tempo variations can significantly affect the pace of in-store traffic flow and dollar sales volume.
Extending research by North and Hargreaves (1998), this study investigated the effect of music on perceived atmosphere and purchase intentions in a restaurant. Four musical styles (jazz, popular, easy listening and classical) and no music were played in a restaurant over two consecutive weeks. Results indicated that different types of music had different effects on perceived atmosphere and the amount patrons were prepared to spend. Classical, jazz and popular music were associated with patrons being prepared to spend the most on their main meal. This value was found to be significantly lower in the absence of music and when easy listening was played. There was some evidence that the type of music also had an effect on the amount of money patrons actually spent in the restaurant. Overall, the study contributes to the development of a model that seeks to account for the relationship between music and consumer behaviour. Copyright
This paper will critically review the limited literature available on the topic and present an empirical study that examines the effect of background music on the behavior of restaurant customers. It was found that music tempo variations can significantly affect purchases, length of stay, and other variables examined.
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Berlyne's theory of aesthetic response was tested in an ecologically valid setting by playing music in a university cafeteria. Four music conditions were employed representing low, high, and moderate complexity new age music, and moderate complexity mechanical organ music. Response measures were how readily diners cited the music as an aspect of the environment which they might like to change, and how much they liked the music. Liking for the new age extracts was consistent with Berlyne's theory, although liking for the moderate complexity mechanical organ music indicated that factors other than complexity may also determine musical preference. As dislike became more extreme, music became more salient as a feature of the environment that subjects might like to change.
Previous studies indicate that noise may affect worker attention. However, some background music in the work environment can increase worker satisfaction and productivity. This study compared how music with, and without, lyrics affects human attention.
One hundred and two participants, aged 20-24 years, were recruited into this study. Fifty-six males and 46 females participated in this study.
Background music with, and without lyrics, was tested for effects on listener concentration in attention testing using a randomized controlled trial (RCT) study.
The comparison results revealed that background music with lyrics had significant negative effects on concentration and attention.
The findings suggest that, if background music is played in the work environment, music without lyrics is preferable because songs with lyrics are likely to reduce worker attention and performance.
We examine the role of in-store music–brand “fit” in reinforcing brand position using in-depth interviews. Fit is particularly important for stores wishing to attract new consumers without prior brand experience or knowledge because these consumers view music as an important signaling cue to the brand's position, image and quality. We also identified the effect of misfit. Misfit had two contrasting brand effects: misfit resulted in counterfactual thinking about the brand, leading to a decline in the consumer–brand relationship, and misfit could be used strategically as part of a repositioning strategy. These positive effects of fit were moderated by music volume.
Among the many in-store elements purported to impact patrons, background music is a leading feature of academic enquiry [Turley LW, Milliman RE. Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence. J Bus Res 2000;49(2):193–211.]. Collectively, research examines a range of retail contexts, focuses on many different dimensions, and, uses different methods to explore the phenomena of background music in commercial settings. Therefore, conclusions are difficult on the extent to which the influences of background music on customer behavior are generalizable. The purpose of this study is to synthesize the results of extant research to identify common effects and the circumstances under which they differ. Our meta-analysis uses a sample size of 148, taken from 32 studies. A conservative approach to the analysis reveal small-to-moderate, yet quite robust effects in terms of background music and the dependents: value returns, behavior duration and affective response.
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