Slow-tempo music evoked satisfaction, positive disconfirmation of expectations, and relaxation compared to fast-tempo music. Background music produces positive affective responses for short-waits, but negative affective responses for long-waits.
Digital technology was used to isolate musical tempo from other musical variables, and experimental results in an undergraduate registration queue context confirmed the existence of a significant, positive relationship between background musical tempo variation and temporal perception (perceived minus actual wait duration). Findings also revealed how slow-tempo music produced significantly enhanced affective response (satisfaction, positive disconfirmation of expectations, and relaxation) compared to fast-tempo music.
The findings from this experiment are unique in reporting the existence of a significant, positive relationship between background musical tempo and temporal perception. The slow-tempo (short-wait) treatment was distinctively the only treatment in which the mean perceived duration estimate remained shorter than the mean actual wait. In all other treatments, mean perceived duration expanded well beyond mean actual wait duration. The restraining influence of slow-tempo music upon perceived duration estimates was negated as the length of wait became longer, and the significance of the relationship eroded as irritation levels rose in the transition from short- to long-waits.
H2: Positive affective response was significantly enhanced by the use of slow rather than fast-tempo music , and the significant relationship embraced short- and long-wait bands. In addition, each of the factors comprising positive affective response (satisfaction, positive disconfirmation of expectations, and relaxation) was significantly enhanced by slow rather than fast-tempo music.
Results revealed how temporal perception estimates contracted in the presence of background music. Presence of music also produced significantly higher levels of positive affective response for short waits, whereas long-waits in- duced significantly higher levels of negative affective response, sug- gesting that music may become a negatively intrusive distraction for longer waits.
How to conduct similar music research for your brand
H1: Mean temporal perception (perceived minus actual wait dura- tion) will be a positive function of faster background musical tempo setting.
H2: Positive affective response will be a function of background mu- sical tempo setting.
Satisfaction With Wait Duration
Overall satisfaction with waiting times was measured on a 5-item scale ranging from very dissatisfied (1) to very satisfied (5).
Disconfirmation of Wait-Duration Expectations
Disconfirmation of wait duration expectations was measured on a 5- item scale ranging from much longer than I expected (1) to much shorter than I expected (5).
Evaluative (Relaxing/Stressful) Response to the Registration Process Waiting Scenario
Subjects evaluated their feelings about the registration process on a five-item scale ranging from very relaxing (1) to very stressful (5).
Background Music Disliking/Liking
Subjects were asked to indicate their responses to the background music on a 5-item scale ranging from very enjoyable (1) to very irritating (5).
Appropriateness of the Background Music Tempo
Subjects were asked to indicate the appropriateness of tempo of the background music on a three-item scale ranging from too slow (1) to too fast (3).
Lauren McGuire: “Then ended up working in the sound branding industry, you know just to be very transparent about it, was an accident and a right-hand turn on the career path”.
Magnus Rydén: “Just keep on doing these studies because there’s still people reluctant to take in even if we come with a study. We should just keep throwing ammunition at them, so they eventually maybe open their eyes”.
Dr. Bradley Vines: “Throughout human history we know about the power of music and that brings us to the point of how can we use data to really move the needle, so we can use music to make intelligent decisions in this moment”.
Dr. Johannes Coloma-Flecker: “So depending on what we want to say, we can enhance it with minor with major keys, with happy with sad tunes. With slow or high pitch etc. to make it more memorable”.
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