13. Soundtrack Your Brand’s Groundbreaking In-Store Music Research: Brand-fit background music increases sales, affects customer perception and store staff satisfaction. In conversation with Sven-Olov Daunfeldt, Head of Research Institute of Retail Economics.

13. Soundtrack Your Brand’s Groundbreaking In-Store Music Research: Brand-fit background music increases sales, affects customer perception and store staff satisfaction. In conversation with Sven-Olov Daunfeldt, Head of Research Institute of Retail Economics.

Soundtrack Your Brand's Groundbreaking In-Store Music Research-Brand-fit background music increases sales,

Episode 13: In conversation with Sven-Olov Daunfeldt, Head of Research at Institute of Retail Economics.

Soundtrack Your Brand's Groundbreaking In-Store Music Research:

Brand-fit background music increases sales, affects customer perception and store staff satisfaction.

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My guest today is my dear friend and research colleague Sven-Olov Daunfeldt. We were connected for the first time when I randomly called him for advice in 2015, and surprisingly we started working together when I started at Soundtrack Your Brand the same year.

Sven-Olov grew up in Kiruna, one of the coldest spots in the north of Sweden. He trains powerlifting and calls him self Sweden’s strongest professor in the world. I say, he is Sweden’s coolest professor, listening to hard rock, and country music.

Sven-Olov has a Ph.D. in Economics from Umeå University and is today a professor of Economics at Dalarna University, in Sweden. During the day he is the Head of Research at Handelns Forskningsinstitut and under his belt he has for over 20 years analyzed the retail industry, and some of his other research areas are Entrepreneurship, business development, structural change, and taxation.

In his day-to-day work, Sven-Olov collaborates closely with different companies to get unique access to
consumer data and, to investigate questions that are important from both an academic and a business perspective.

In collaboration with Soundtrack Your Brand, he and I conducted the biggest field experiment of its kind. Sven-Olov has written more than 100 papers, of which over 40 are published in peer-reviewed scientific journals.

In this episode, Sven-Olov and I discuss the ins and outs of the effects of brand-fit in-store music on sales and on customer and store staff’s satisfaction.

“Music Matters and the Devil is in the Details..” –Sven-Olov Daunfeldt Head of Research Handelns Forskningsinstitut

Soundtrack Your Brand's Groundbreaking In-Store Music Research-Brand-fit background music increases sales,
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Full version vlog episode

In-Store Music | Background Music | Music Research | Field experiments

Soundbite #1 
Sven-Olov Daunfeldt has the best research job in the world.   

Soundbite #2 04:00
Meet Sweden’s coolest hard rock and heavy metal professor.

Soundbite #3 08:22
“The Influence of Music on Consumer Behavior” –  Music Matters and the Devil is in the Details.

Soundbite #4 14:13 
The successful music strategy of Starbucks – what brands should learn.  

Soundbite #5 19:40
“The Impact of Music in Restaurants” – groundbreaking in-store music research on why the sound of Ed Sheeran helps sell fries. 

Soundbite #6 34:05
Why randomized music experiment is the key to capture the causal effects.

Soundbite #7 35:11 
It’s proven – music has a huge effect on store employees. Shoot me! Literally!

Soundbite #8  41:58
Choose between the store employees' happiness of  influencing the in-store music, or losing sales?

Soundbite #9 53:03
Stop turning on the radio, your choice of in-store music makes or breaks your business. 

Soundbite #10  58:51
Experiential marketing is the next big thing post COVID-19 where the music stands in the center of the experience.

Soundbite #11  1:02:00
Can sound decrease store theft? 

Soundbite #13.1

Soundbite #13.2

Soundbite #13.3

Soundbite #13.4

Soundbite #13.5

Soundbite #13.6

Soundbite #13.7

Soundbite #13.8

Soundbite #13.9

Soundbite #13.10

Soundbite #13.11

Get in touch

Research by Sven-Olov Daunfeldt

Effects of employees’ opportunities to influence in-store music on sales: Evidence from a field experiment
SO Daunfeldt, J Moradi, N Rudholm, C Öberg
Journal of Retailing and Consumer Services 59, 102417
  2021
Free to choose: Do voluntary audit reforms increase employment growth?
AM Huq, SO Daunfeldt, F Hartwig, N Rudholm
International Journal of the Economics of Business 28 (1), 163-178
1 2021
Amundsen versus Scott: Are growth paths related to firm performance?
A Coad, SO Daunfeldt, D Halvarsson
Ratio Working Papers
  2020
The Decline of Small Cities: Increased Competition from External Shopping Malls or Long-Term Negative Trends?
SO Daunfeldt, O Mihaescu, N Rudholm
HFI Working Papers
  2020
Is intertemporal price discrimination the cause of price dispersion in markets with low search costs?
C Lindgren, SO Daunfeldt, N Rudholm, S Yella
Applied Economics Letters, 1-4
1 2020
Retail and place attractiveness: The effects of big-box entry on property values
Ö Oner, O Mihaescu, SO Daunfeldt, N Rudholm
Wiley-Blackwell
1* 2020
18 000 fler i arbete
SO Daunfeldt, A Gidehag, N Rudholm
 
  2020
Compulsory staff registers as a way of increasing firms’ wage reporting: A revenue-cost analysis
SO Daunfeldt, A Gidehag, N Rudholm
HFI Working Papers
  2019
Wholesale firms: A catalyst for Swedish exports?
SO Daunfeldt, E Engberg, D Halvarsson, A Kokko, P Tingvall
Ratio Working Papers
  2019
Distraction and consumer behavior: Evidence from a natural field experiment
SO Daunfeldt, H Poppius, N Rudholm
HFI Working Papers
1 2019
Spillover effects when IKEA enters: Do incumbent retailers win or lose?
SO Daunfeldt, O Mihaescu, H Nilsson, N Rudholm
Papers in Regional Science 98 (6), 2295-2313
12* 2019
How do firms respond to reduced labor costs? Evidence from the 2007 Swedish payroll tax reform
SO Daunfeldt, A Gidehag, N Rudholm
HFI Working Papers
3 2019
High-growth firms and the labor market entry of first generation immigrants
SO Daunfeldt, HS Westerberg
HFI Working Papers
  2019
Which firms provide jobs for unemployed non-Western immigrants?
SO Daunfeldt, D Johansson, H Seerar Westerberg
The Service Industries Journal 39 (9-10), 762-778
11 2019
Less than 30 percent of non-western immigrants earn a monthly wage that exceeds 2,000 euro after nine years in Sweden
A Bornhäll, SO Daunfeldt, HS Westerberg
HFI Notes
2 2019
Partihandeln-en katalysator för svensk export?
SO Daunfeldt, E Engberg, D Halvarsson, A Kokko, P Tingvall
Handelsrådet
  2019
Unemployment risk among newly hired immigrants
SO Daunfeldt, E Fergin Wennberg
HUI Working Papers
2 2018
Corporate tax evasion and unreported wages: The effect of compulsory staff registers
SO Daunfeldt, A Gidehag, N Rudholm
HUI Working Papers
1 2018
Ingångslönens effekt på sysselsättningen i Sverige
SO Daunfeldt
Timbro
2 2018
Quantity Rebates Using Coupons: A Retailers Perspective
M Lagin, SO Daunfeldt, N Rudholm
 
  2018
Bursting into life: firm growth and growth persistence by age
A Coad, SO Daunfeldt, D Halvarsson
Small Business Economics 50 (1), 55-75
63* 2018
How does the use of in-store discount coupons affect retail revenues?
M Lagin, SO Daunfeldt, N Rudholm
HUI Working Papers
  2017
Employment Protection Legislation and the Labor Market Position of Immigrants-A Natural Experiment
A Bornhäll, SO Daunfeldt, N Elert
HUI Working Papers
  2017
Effects of brand-fit music on consumer behavior: A field experiment
SO Daunfeldt, N Rudholm, H Sporre
HUI Working Papers
4 2017
What happens when IKEA comes to town?
SO Daunfeldt, O Mihaescu, H Nilsson, N Rudholm
Regional studies 51 (2), 313-323
27 2017
Personalliggares effekter på lönerapporteringen i restaurang-och frisörbranschen
SO Daunfeldt, A Gidehag, N Rudholm
Rapport, Svenskt Näringsliv: Stockholm
1 2017
WHOM DO GROWING FIRMS HIRE? A LONGITUDINAL INVESTIGATION OF NEW VENTURES ACROSS GROWTH RATES AND PHASES
SO Daunfeldt, A McKelvie, HS Westerberg
Frontiers of Entrepreneurship Research 37 (8), 1
  2017
Betydelsen av internt genererat kapital för en långsiktigt hållbar företagstillväxt
SO Daunfeldt, Å Grek, F Hartwig, N Rudholm
Perspektiv på kapitalförsörjning, 33
1 2017
Hur kapitalstrukturen påverkar den långsiktigt hållbara företagstillväxten
SO Daunfeldt, Å Grek, F Hartwig, N Rudholm
Tillväxtanalys
  2017
Are high-growth firms overrepresented in high-tech industries?
SO Daunfeldt, N Elert, D Johansson
Industrial and Corporate Change 25 (1), 1-21
85 2016
Turordningsreglernas ekonomiska effekter
SO Daunfeldt
Stiftelsen Fritt Näringsliv/Timbro
2 2016
MATCHNINGSPROCESSEN PÅ DEN SVENSKA ARBETSMARKNADEN: VAD KÄNNETECKNAR DE ARBETSLÖSA INDIVIDER SOM INTE KAN BEHÅLLA EN ANSTÄLLNING?
SO Daunfeldt, E Fergin-Wennberg
Retrieved from HUI Research AB
1 2016
Statliga innovationsstöd till små och medelstora företag–har de någon effekt?
SO Daunfeldt, D Halvarsson, P Tingvall Gustavsson
Ekonomisk Debatt 44 (1), 6-19
5 2016
Does social trust speed up reforms? The case of central-bank independence
N Berggren, SO Daunfeldt, J Hellström
Journal of Institutional Economics 12 (2), 395-415
22 2016
Sleeping gazelles: The unseen job creators?
A Bornhäll, SO Daunfeldt, N Rudholm
Entrepreneurial Growth: Individual, Firm, and Region
17* 2015
Employment protection legislation and firm growth: evidence from a natural experiment
A Bornhäll, SO Daunfeldt, N Rudholm
Industrial and Corporate Change, dtw017
21 2015
Using the Eurostat-OECD definition of high-growth firms: a cautionary note
SO Daunfeldt, D Johansson, D Halvarsson
Journal of Entrepreneurship and Public Policy
89* 2015
Market reform and food prices: did the 1912 Slaughterhouse Reform affect meat prices in Stockholm?
U Rämme, SO Daunfeldt, N Rudholm
The International Review of Retail, Distribution and Consumer Research 25 (2 …
3 2015
Are high-growth firms one-hit wonders? Evidence from Sweden
SO Daunfeldt, D Halvarsson
Small Business Economics 44 (2), 361-383
192 2015
Drivkrafter och effekter av handelns satsning på EMV-produkter
SO Daunfeldt, N Rudholm, H Nilsson, R Johansson
DLF: s Stiftelse för forskning och utveckling
  2015
Effekter av en Ikea-etablering: Vad händer när Ikea kommer till staden?
N Rudholm, SO Daunfeldt, O Mihaescu, H Nilsson
Handelns utvecklingsråd
  2015
Webbpaneler vs telefonundersökningar: Vad är att föredra?
SO Daunfeldt, H Nilsson
HUI Research
  2015
ARE HIGH-GROWTH FIRMS OVERREPRESENTED IN HIGH-TECH INDUSTRIES?(SUMMARY)
SO Daunfeldt, NCJ Elert, D Johansson
Frontiers of Entrepreneurship Research 35 (14), 6
  2015
Stöd till service i glesbygd
SO Daunfeldt, O Mihaescu, M Bergman
 
  2015
Osynliga jobbskapare: En tillväxtpotential för svensk detaljhandel?
A Bornhäll, SO Daunfeldt, O Mihaescu, N Rudholm
HUI Research
  2015
High-growth firms: Not so vital after all?
SO Daunfeldt, D Halvarsson, O Mihaescu
 
18 2015
Does shelf-labeling of organic foods increase sales? Results from a natural experiment
SO Daunfeldt, N Rudholm
Journal of Retailing and Consumer Services 21 (5), 804-811
28 2014
The economic contribution of high-growth firms: do policy implications depend on the choice of growth indicator?
SO Daunfeldt, N Elert, D Johansson
Journal of Industry, Competition and Trade 14 (3), 337-365
198* 2014
Social trust and central-bank independence
N Berggren, SO Daunfeldt, J Hellström
European Journal of Political Economy 34, 425-439
40 2014
High-growth firms: introduction to the special section
A Coad, SO Daunfeldt, W Hölzl, D Johansson, P Nightingale
Industrial and Corporate Change 23 (1), 91-112
325 2014
Whom do high-growth firms hire?
A Coad, SO Daunfeldt, D Johansson, K Wennberg
Industrial and Corporate Change 23 (1), 293-327
115* 2014
What determines the use of capital budgeting methods?: Evidence from Swedish listed companies
SO Daunfeldt, F Hartwig
Journal of Finance and Economics 2 (4), 101-112
59 2014
Why do politicians implement central bank independence reforms?
SO Daunfeldt, J Hellström, M Landström
Atlantic Economic Journal 41 (4), 427-438
21* 2013
Start-ups and firm in-migration: evidence from the Swedish wholesale industry
SO Daunfeldt, N Elert, N Rudholm
The annals of regional science 51 (2), 479-494
16 2013
Start-ups and firm in-migration: evidence from the Swedish wholesale industry
SO Daunfeldt, N Elert, N Rudholm
The annals of regional science 51 (2), 479-494
16 2013
Firm growth in the Swedish retail and wholesale industries
SO Daunfeldt, Å Lang, Z Macuchova, N Rudholm
The Service Industries Journal 33 (12), 1193-1205
17* 2013
High-growth firms and family ownership
CM Bjuggren, SO Daunfeldt, D Johansson
Journal of Small Business & Entrepreneurship 26 (4), 365-385
39 2013
High-growth firms and family ownership
CM Bjuggren, SO Daunfeldt, D Johansson
Journal of Small Business & Entrepreneurship 26 (4), 365-385
70* 2013
When is Gibrat’s law a law?
SO Daunfeldt, N Elert
Small Business Economics 41 (1), 133-147
117 2013
Congestion charges in Stockholm: how have they affected retail revenues?
SO Daunfeldt, N Rudholm, U Rämme
Transportmetrica A: Transport Science 9 (3), 259-268
12 2013
Start-ups and firm in-migration: Evidence from the Swedish wholesale and trade industry
N Elert, SO Daunfeldt, N Rudholm
The annals of regional science 51 (2), 479-494
  2013
Slutrapport: Kommunalt företagande som konkurrensbegränsning: Företagens perspektiv
M Lundbäck, SO Daunfeldt
Ratio-Näringslivets forskningsinstitut
7 2013
Experiment med välfärden
SO Daunfeldt, S Fölster
Ekonomisk Debatt 41 (2), 16-27
2 2013
Svenska citroner: åtta fräscha idéer som lämnade en sur eftersmak
SO Daunfeldt, W Fabian
Kalla Kulor
1 2013
Are central bank independence reforms necessary for achieving low and stable inflation?
SO Daunfeldt, M Landström, N Rudholm
HUI Research
5 2013
Does Gibrat's law hold for retailing? Evidence from Sweden
SO Daunfeldt, N Elert, Å Lang
Journal of Retailing and Consumer Services 19 (5), 464-469
20 2012
Does gender diversity in the boardroom improve firm performance
SO Daunfeldt, N Rudholm
Departamento de Economía de la Universidad de Dalarna 781, 88
38 2012
Varför växer inte vissa företag
SO Daunfeldt, A Bornhäll
Om betydelsen av att studera
2 2011
Snabbväxande företag: En fördjupad analys av mått och definitioner
SO Daunfeldt, D Halvarsson, D Johansson
Myndigheten för tillväxtpolitiska utvärderingar och analyser
3 2011
Märkningar och konsument-beteende
N Rudholm, SO Daunfeldt, T Heldt, L Thunström, C Weiberth
Kommer efterfrågan med Svanen
3 2011
Habit formation in food consumption
SO Daunfeldt, J Nordström, L Thunström
The Oxford Handbook of the Economics of Food Consumption and Policy
9* 2011
Do high taxes lock-in capital gains? Evidence from a dual income tax system
SO Daunfeldt, U Praski-Ståhlgren, N Rudholm
Public Choice 145 (1), 25-38
30 2010
Opening local retail food stores: a real-options approach
SO Daunfeldt, M Orth, N Rudholm
Journal of Industry, Competition and Trade 10 (3-4), 373-387
26* 2010
Do regional investment grants improve firm performance? Evidence from Sweden
M Ankarhem, SO Daunfeldt, S Quoreshi, N Rudholm
Technology and Investment 1 (3), 221
26 2010
Consumption and income inequality in Sweden: a different story
SO Daunfeldt, S Fölster, P Hortlund
HUI Working Papers
2 2010
Leder högre skatter på kapitalvinster till inlåsningseffekter?
SO Daunfeldt, N Rudholm
Ekonomisk Debatt 38 (2), 18-26
1 2010
Taxation, dividend payments and ex-day price-changes
SO Daunfeldt, C Selander, M Wikström
Multinational Finance Journal 13 (1/2), 135-154
22 2009
Revenues as a proxy for profits: a cautionary note
SO Daunfeldt, N Rudholm
Applied Economics Letters 16 (7), 679-681
6 2009
Congestion charges and retail revenues: Results from the Stockholm road pricing trial
SO Daunfeldt, N Rudholm, U Rämme
Transportation Research Part A: Policy and Practice 43 (3), 306-309
63 2009
Income Inequality and Transformation of the Welfare State: A Comparative Study of the Reforms in New Zealand and Sweden
S Chatterjee, P Dalziel, SO Daunfeldt, N Podder
HUI Working Papers
3 2008
Central bank independence and price stability: evidence from OECD-countries
SO Daunfeldt, X De Luna
Oxford Economic Papers 60 (3), 410-422
101 2008
Does the Quality of Store Brands Affect the Number of National Brand Suppliers?
SO Daunfeldt, M Orth, N Rudholm
HUI Working Papers
2 2008
Är flaskvatten en miljöbov?
SO Daunfeldt, S Lord, E Rosén
Handelns utredningsinstitut (HUI)
2 2008
Äldres konsumtionsmönster och preferenser
SO Daunfeldt
Handelns utredningsinstitut (HUI)
2 2008
Tax-induced trading and the identity of the marginal investor: evidence from Sweden
SO Daunfeldt
The European Journal of Finance 13 (7), 657-667
2 2007
Intra‐household allocation of time to household production activities: Evidence from Swedish household data
SO Daunfeldt, J Hellström
Labour 21 (2), 189-207
28 2007
Inventering av handelsinriktad arbetsmarknadsforskning
SO Daunfeldt
Handelns utredningsinstitut (HUI)
2 2007
Inventering av handelsinriktad nationalekonomisk forskning
SO Daunfeldt
Handelns utredningsinstitut (HUI)
4 2007
Entry into Swedish retail and wholesale trade markets
SO Daunfeldt, N Rudholm, F Bergström
Review of Industrial Organization 29 (3), 213-225
36 2006
The Times, they are a Changing: What’s new in the Swedish retail trade market
F Bergström, SO Daunfeldt, N Rudholm
European Retail Digest, Oxford Institute of Retail Management, University of …
14 2006
Tax policy changes and ex-dividend behavior: The case of Sweden
SO Daunfeldt
Available at SSRN 301293
23 2002
Nya modeller för hushållets för-delning av tid och resurser
SO Daunfeldt
Ekonomisk Debatt 30, 721-728
1 2002
Estimating intrahousehold allocation in a collective model with household production
T Aronsson, SO Daunfeldt, M Wikström
Journal of Population Economics 14 (4), 569-584
121 2001
Intra-household Tax Avoidance: An Application to Swedish Household Data
T Aronsson, SO Daunfeldt, M Wikström
Umeå Economic Studies
5 2001
The efficacy and cost of regime shifts in inflation policies-Evidence from New Zealand and Sweden
SO Daunfeldt, X De Luna
Applied Economics 33 (2), 217-224
8 2001
Essays on Intra-household Allocation and Policy Regime Shifts
SO Daunfeldt
University of Umeå
2 2001
Essays on Intra-Household Allocation and Policy Regime Shifts. UES 570
SO Daunfeldt
PhD thesis
10 2001
Övergången från hög till låg inflation: En jämförelse mellan Nya Zeeland och Sverige
SO Daunfeldt
Univ.
1 2000
Kollektiva modeller för hushållets val av arbetskraftsutbud: en litteraturöversikt
SO Daunfeldt
Univ.
1 1997
Slutrapport: Kommunalt företagande som konkurrensbegränsning–företagens perspektiv
SO Daunfeldt, HUI Docent
 
 

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