Hampus † Sporre’s scientific contributions

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.

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.

Businesses might use music to align consumers with brand values, thereby influencing consumers' choices and perceptions. However, previous studies have focused on the e�effects of various characteristics of the music choice (e.g., tempo and style) and not on the e�effects 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 e�effects 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 found that brand- t music has a positive impact on consumers' emotions and that music seems to have an unconscious e�effects on consumers. Keywords: Consumer choice, store atmospherics, food consumption, brand values, emotions, self-control.