9990 · 2.1.2
Sound and consumer behaviour flashcards
Revision flashcards for Cambridge 9990 Sound and consumer behaviour (syllabus 2.1.2). Flip, recall, then mark a real past-paper question.
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Milliman (1982) — slow music in supermarket?
Slower tempo → shoppers moved slower → significantly higher gross sales.
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Milliman (1986) — restaurant tempo?
Fast music → faster eating and quicker table turnover; slow music → longer stays, more drinks ordered.
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Arousal mechanism?
Loud/fast music increases physiological arousal — can boost energy purchases or cause avoidance if too intense.
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Mood mechanism?
Pleasant familiar music improves affect → more positive evaluation of environment and products.
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Genre effect?
Classical music in wine store → customers bought more expensive wine (North et al.) — quality cue via atmospherics.
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Ethical concern?
Subconscious manipulation — shoppers unaware music tempo is altering behaviour (2.1.3 atmospherics debate).
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What is the primary finding of Milliman's (1982) study on music tempo in supermarkets?
Slow-tempo music led to shoppers moving more slowly, spending more time in the store, and having significantly higher sales volumes compared to when fast-tempo music was played.
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Define 'atmospherics' in the context of consumer psychology.
The conscious designing of a space to create specific emotional effects in the buyer, in order to enhance their purchase probability. Sound is a key atmospheric variable.
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Explain the concept of 'congruency' in relation to in-store music.
Congruency refers to the 'fit' between the music played and the store's brand, products, and target audience. For example, playing classical music in a high-end jewellers to reinforce a sense of quality and sophistication.
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According to North et al. (1999), how did music genre affect wine sales?
When French music was played, sales of French wine increased. When German music was played, sales of German wine increased. This demonstrated cognitive priming, where the music subconsciously cued national stereotypes.
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What is a potential negative effect of high-volume music in a retail setting?
High volume can be perceived as stressful or irritating, leading to 'avoidance behaviour' such as customers spending less time in the store and potentially lower sales, as found by Smith and Curnow (1966).