Effects of music in service environments:
a field study
Quick research facts
- Year: 1996
- Author(s): Herrington
- Coundtry: United States
- Location: Supermarket
- Music: Instrumental (Preference, volume, tempo)
- Method: Field experiment
- Data collection: Survey
- Research area: In-store music research
- Category: Temporal effects
- Area: Sales; Length of stay; Preference
- Publication:The Journal of Services Marketing
Effects of music in service environments: a field study
ABSTRACT
The findings of a controlled field study examining the effects of background music on shopping behavior in a supermarket is examined. It is found that musical preference influenced both the amount of time and money shoppers spent in the store, although musical tempo and volume had no observable effects.
RESULTS
For the differences in shopping time and purchase amount indicates no differences among the background music factor-levels for either time or money spent. Therefore, H2, because of its negative wording, is supported, but H1, H3 and H4 are not.
The tempo and volume of the background music did not influence the shopping time or expenditures of shoppers. Of the control variables (covariates), only family size contributed significantly and then only for the amount of money shoppers spent.
H5 and H6 propose that shopping time and purchase amount respectively are influenced by shoppers’ preference For the background music. for differences in shopping time and purchase amount indicate that preference for the background music did influence behavior. It would appear that musical preference can have a positive influence on the amount of time and money shoppers spend in service environments.
IMPLICATIONS/LEARNINGS
- The source of the effects of music at the point-of-purchase to be shoppers' preference for the background music rather than tempo or volume.
- The tempo and volume of the background music did not significantly influence the shopping time or purchase amount of the sample of shoppers.
- The amount of time and money spent in the supermarket by shoppers exposed to the business music - the music normally played in the supermarket - was not distinguishably different from that of the shoppers exposed to the experimental music.
- The amount of time and money spent in the supermarket was positively related to shoppers' level of preference for the background music.
- Shopping time and expenditures were observed to increase with the level of preference for the background music, regardless of tempo and/or volume. The efforts to influence shopping behavior via tempo and/or volume, are a strategy supported by the findings of previous music research, may not be completely effective.
- Service providers can potentially maximize both exploration and expenditures by making sure that the musical compositions contained in the background music match, as closely as possible, the tastes and preferences of shoppers as well as the nature of the service(s) provide.
- Matching background music with shoppers' musical tastes can be accomplished in a variety of ways. First, shopper surveys can be used to determine the most favored types and styles of music as well as the specific compositions and artists shoppers enjoy most. Retailers can then use this information to develop the background music format(s) most appropriate for their stores.
- Second, business music services such as Muzak, AEI, DMX, Music Choice and 3M provide a wide variety of music formats, each of which is designed to appeal to a particular segment of listeners. Service providers subscribing to a business music service may be able to obtain valuable information regarding the musical preferences of their target market(s) from the provider.
- Some service providers find that patron characteristics vary somewhat by time of day, day of week, and/or by department. Older patrons in the mornings and midday may be replaced in the afternoon by a much younger, school-aged crowd. The evening may give way to middle-aged clientele. The practice of dayparting and staging (playing different music at different times of day and/or in different areas of the store) requires the availability of several different musical formats. The key to selecting the most appropriate business music service is variety. The availability of a wide variety of musical formats would ensure that service providers could obtain an approximate match between their background music and the preferences of their customers.
- Music may be used to help create a distinctive image and position in the market. There are numerous examples of service providers who use music to help create atmospheres that are consistent with their service offerings. Restaurants offering international menus (e.g. Mexican, Chinese, Italian, French) often play music of the country of origin. Other restaurants specializing in a particular type of food can also use music in a similar fashion. For instance, some Bar-B-Que restaurants play either rhythm and blues or country and western, depending on the desired theme, to create an ethnic atmosphere. Clothing stores specializing in European fashions often play European contemporary music to reinforce their image.
- While potentially useful in helping to define and/or reinforce a particular image, music can just as easily offend patrons. For instance, while Indian raga music is useful in creating a distinctive image for a restaurant specializing in Indian cuisine, many diners of western descent may find this type of music annoying. As a result, the music may actually detract from the service experience. Therefore, service environment designers must take great care when using music to create, define, or reinforce the image of the service provide.
- One alternative would be to use a mix of ethnic compositions and more popular tunes known to please patrons. Another alternative would be to search through all the various genres of music within the specific ethnic musical strain for one genre which is well liked by target customers. For instance, there are several different types of Mexican music (e.g. contemporary, mariachi, ranchera/tejano as well as versions of jazz, rock and roll, and folk) each of which appeal to a different segment of the Mexican population. A Mexican restaurant wishing to attract a younger clientele may wish to play Mexican rock and roll, a mixture of US and Mexican rock and roll, or some other genre suitable for younger listeners.
- Service providers must also be aware of the potential effects of background music on service personnel. Numerous studies have been conducted on the effects of music on employee performance. In summary, these findings suggest that music can enhance or detract from performance and mood. More specifically, workers tend to perform better or at least feel better about their jobs when they like the music being played. One exception is when the task being performed is rather complex. In this situation music of any type may detract from performance.
- Music that appeals to patrons may or may not appeal to employees. For instance, soft contemporary and country and western songs appeal to many older customers. However, younger service personnel may find the music boring and/or unpleasant, which may impact on service delivery. Whenever possible, service providers should try to select music acceptable to both patrons and personnel.
- Familiarity seems to be a primary determinant of preference (Davies, 1991). However, after a certain number of repetitions, patrons may tire of a song and become annoyed on hearing it. Therefore, when selecting musical compositions service providers should use music that is familiar yet still fresh to patrons.
How to conduct similar music research for your brand
STEP 1
HYPOTHESES
H1:The time shoppers spend in a service environment will be reduced by loud music (Smith and Curnow, 1966).
H2:The amount of money shoppers spend in a service environment will be unaffected by loud music (Smith and Curnow, 1966).
H3:The tempo of background music will affect the total shopping time of shoppers (Milliman, 1982).
H4:The tempo of background music will affect the amount of money spent by shoppers (Milliman, 1982).
H5:Preference for the background music will affect the amount of time shoppers spend in the service environment.
H6:Preference for the background music will affect the amount of money shoppers spend in the service environment.
- The surveyed sample represents a diverse group of 140 adults from a metropolitan area in Southeastern USA.
- Data were collected from the stream of shoppers entering the supermarket between the hours of 1 p.m. and 8 p.m., Monday through Thursday, over a three-week period at a single location.
- Complete data were obtained from 140 shoppers.
- Prior to entering the selling area of the service environment shoppers were asked to participate in a study conducted as part of a university project. Potential participants were offered a five dollar gift certificate in return for their participation.
- While attending to his or her shopping task, each participant was subjected to one of seven different musical factor level combinations: slow-tempo/low-volume, slow-tempo/loud-volume, fast-tempo/low-volume, fast- tempo/loud-volume, business background music/low-volume, business background music/loud-volume, or a no-music control level. The background music used in the study began playing before the beginning of data collection and continued to play until the last participant had departed.
- Low-tempo (60-65 or fewer BPM), fast-tempo (90 or more BPM). A business background music condition (mean = 104) was included so that the supermarket could assess the effects of its normal musical programming on shopping behavior.
- The volume levels of the background music used in this study were subject to restrictions set by the supermarket manager. The supermarket manager subjectively selected two volumes (soft and loud) which he felt would be the minimum and maximum volume levels acceptable to customers. To ensure consistency, a decibel meter was used to set sound levels prior to each data collection session.
STEP 2
METHODOLOGY
STEP 3
Survey/
Measurement
Survey 1: Prior to entering the service environment
- Antecedent mood state
- Perceived time pressure
- Demographic characteristics
- Actual shopping time
Clocking time. - Purchase amount
Checking receipt.
Survey 2: Post service environment visit
- Musical preference
The degree to which the customer iked or preferred the background music present during the shopping experience. nine statements with seven-point Likert-type response formats 7 = extremely accurate and 1 = extremely inaccurate.
a) I liked the music being played in this supermarket.
b) I found the background music to be pleasing.
c) I would like to listen to this music again.
d) I wish the supermarket would play this music whenever I shop.
e) Hearing the background music made shopping more fun.
f) Other people would enjoy hearing this music while they shop.
g) I found the background music to be annoying.
h) The music did not improve my attitude toward this supermarket.
i) I would not like to hear this background music again the next time I shop for groceries. - Extraneous influences
Time pressure Five-point Likert-type response 1 = very inaccurate and 5 = very accurate.
a)I must rush if I am to complete my shopping trip on time.
b) I feel pressured to complete my shopping quickly.
c) I do not have enough time to shop today.
d) I must hurry to complete my my shopping on time.
e) I can shop at my leisure today.
f) I have as much time as I need to complete my shopping.
g) There are other things I need to be doing right now.
Antecedent mood state Watson et al. (1988). The PANAS scales consist of 20 adjectives with a five-point response format 1 = very slightly or not at all and 5 = extremely, measuring two distinct dimensions of mood: positive affect and negative affect.
10 negative adjectives: afraid, ashamed, distressed, jittery, scared, irritable, hostile, upset, nervous and guilty.
10 positive adjectives:
excited, inspired, strong, enthusiastic, alert, interested, active, proud, attentive & determined.
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