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Marketing & Music
I am researching on how music affects the amount of money people spend in retail outlets. And I came upon something very very interesting.
University of Washington conducted a research to see the different effects "familiar music" and "unfamiliar music" has on shoppers.
A group of young college students were chose for the experiment. Half of the students (Group A) had to listen to familiar music, which consisted of Top 40 songs of that week, while shopping for 3 items.
The other half (Group B), had to listen to unfamiliar music to shop for the same 3 items. Unfamiliar music consisted of older songs mainly played in an instrumental form.
2 very surprising observations were made during the experiment.
- Group A had more pleasure while shopping, and when polled, they thought they spent 527 seconds while shopping (on average). Group B on the other hand, showed slightly less pleasure while shopping, and when polled, they thought that they spent considerably less time than Group A to shop - 483 seconds. (I couldn't figure out how pleasure was determined, but the experiment shows Group A rated at 29.6; and Group B rated at 28.5 on the pleasure scale.)
- What actually happened was quite different though! Group A spent much more then just 527 seconds to shop. They spent an average of 738 seconds to shop for the 3 items. Group B, on the other hand, spent even more time than group A while shopping. They took 801 seconds to shop!
How can this seemingly useless knowledge help you? Simple: it helps you in circulating traffic through your stores and restaurants.
Action Summary:
- If fewer people are present in your store, play unfamiliar music. People will linger for longer periods, without feeling any delays.
- If its peak time, and more people visit your store, play familiar music. People will complete their transactions faster and think they spent quality time making their decisions. They won't feel rushed.
- Subscribe to receive emails from BizTactics.com and I'll keep you updated on my new music finds, and how you can make use of music for more profits.
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Posted on 1/31/2005 | Permalink | |
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