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Classical not always the best retailer's option He expected that music would have a relatively small effect for expensive purchases since customers are more likely to think about their decision to buy in much greater detail. North said music is likely to sway people's spending decisions to a greater degree on smaller items. "To instead thinking about what is it that they like and which creates the kind of atmosphere that's going to add something to the premises." North said retailers should not base their musical decisions only on what they think their customers know and like. "I think probably the real lesson to take from findings like that is different genres have got all kinds of different stereotypes, different kinds of connotations for particular groups of people." North said this does not necessarily mean that people will always be prepared to spend more if classical music is playing. He said presumably they were prepared to spend more because the classical music was creating an upmarket ambience. North said this was despite the fact that they knew from the questionnaire that students did not typically like classical music that much. "The winner if you like was classical music, so this was done in the UK, we found that people would be prepared to pay £17.23 on those items when classical music was playing, where as the amount started to drop off when you placed other types of music." North said the results here were surprising and found that people were prepared to pay quite different amounts for products depending on what type of music was playing. Respondents were also asked what would be the maximum amount they would be prepared to pay for 14 different products that were on sale. North said the results were unsurprising with people perceiving the cafe to be upmarket and sophisticated when classical music was playing and lively and youthful when pop music was playing.
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The cafe patrons were then surveyed and asked about the cafe's ambience. "So on some days we played classical music, some days we played you know kind of Top 40 chart music, some days we played really stereotypical background music, you know easy listening if you like and then we had a control condition, some days we played no music." North said the survey took place over several weeks when different types of music were played which had been selected to create a different type of ambience. North said typically shops play music to "create a nice ambience" which means they often just pick music that the customer demographic would typically listen to anyway.īut he said that may be a "missed opportunity" for some stores given some of the psychological evidence about what effect music can have in public spaces.įor example, another survey in a student cafeteria found that it was not necessarily the music that customers liked best that encouraged them to be prepared to spend more. "So the overall effect averaged out at about three and a third bottles of wine in favour of whichever country's music was playing." Music genres evoke differing stereotypes
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"What we found is that when we played our French music then French wine outsold German by five bottles to one, where as when we played German music then German wine outsold French by two bottles to one. North said the surveyors pretended to be shoppers but they were really counting the bottles of wine sold. North said French wine was on one shelf, the German on another although that was changed from time to time to reduce any shopper bias due to position.Ī music player on the top shelf of the wine display then played either stereotypically French music such as La Marseillaise on an accordion or stereotypically German music such as an oompah band playing some beer drinking songs. One recent study in a German supermarket found that French wine outsold German wine five bottles to one when French music was being played - but the German wine outsold the French when German music was being played.
#LISTEN TO FRENCH CAFE MUSIC FULL#
Listen to the full interview with Professor Adrian North hereĮver found yourself picking up some nice French mustard or cheese when Edith Piaf is playing over the speakers of your local supermarket or deli? You're not alone.