Musical tempo and waiting perceptions
Quick research facts
- Year: 2003
- Author(s): Oakes
- Coundtry: United Kingdom
- Location: University
- Music: Obscure jazz/funk (fast vs.slow)
- Method: Field experiment
- Data collection: Observation
- Research area: In-store music research
- Category: Temporal effects
- Sub-category: Tempo
- Area: Tempo; Perception of time
- Publication: Psychology & Marketing
Musical tempo and waiting perceptions
ABSTRACT
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.
RESULTS
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.
IMPLICATIONS/LEARNINGS
- Reducing actual waiting time through operational tech- niques is a desirable option in many service contexts. However, various practical limitations can impede the reduction of customer objective waiting time. There are obvious cost implications in reducing queues through increased staff numbers or technological investment (e.g., au- tomatic teller machines in banks).
- The number of available checkouts at peak periods in retail outlets will be constrained by phys- ical space. In order to cope with inevitably unpredictable demand levels, reducing perceptions of waiting time may be a much more realistic op- tion. If background musical tempo can be harnessed to create the illu- sion of a faster checkout process, it could be invaluable to managers in terms of maintaining customer satisfaction, and could be used to restrict the negative impact of delays.
- If background musical tempo can be used to make waiting time seem shorter (e.g., in restaurants), it may result in fewer dissat- isfied customers. If perceived shopping times can be made to appear shorter than actual or anticipated shopping times in retail outlets, it could result in more time being spent in the store, and a greater like- lihood of unplanned purchases
- The use of slow-tempo music to reduce perceived waiting time and enhance posi- tive affective response would also benefit organizations that supply or use background music to distract on-hold customers on congested cus- tomer service telephone lines.
- In contexts where actual waiting time differs substan- tively at different times of the day, managers need to identify the tran- sitional point at which background music will become counterproductive rather than beneficial. From a managerial perspective, a desired out- come from manipulation of consumers’ subjective time estimations would involve a decrease in dissatisfaction levels for customers queuing in service environments.
- A managerial importance of measuring perceived waiting times as well as actual waiting times within the service-environment context. Effective management of perceived waiting time serves to inhibit the potential for customer dissatisfaction, defec- tion, and negative word of mouth resulting from waiting situations.
How to conduct similar music research for your brand
STEP 1
HYPOTHESES
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.
- Popular, jazz, or classical music.
- Data were collected from queuing university students over a period of 4 days.
- Slow-tempo music (104 – 129 BPM, average 114.2 BPM) vs. fast-tempo music (130–179 BPM, average 145.4 BPM).) vs. no music.
- The total duration of the five compositions at fast-tempo was 26 min and 49 s; whereas the duration at slow-tempo was 33 min and 42 s.
STEP 2
METHODOLOGY
STEP 3
Survey/
Measurement
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).
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