Sound and consumer behaviour — common mistakes

When discussing studies like Milliman (1982), remember to evaluate the methodology. As a field experiment, it has high ecological validity because it was conducted in a real supermarket. However, be prepared to question its generalisability – would the same effect apply in a convenience store where speed is the priority for both the customer and the business?

Not necessarily. While slow music encourages browsing and can increase sales in environments like supermarkets or department stores, it would be counterproductive in a fast-food restaurant or a convenience store where the business model relies on high customer turnover and efficiency. The choice of tempo must align with the store's specific commercial goals.

No, individual and cultural differences play a significant role. A teenager might be attracted to a store playing loud, fast-paced pop music, while an older shopper might find it overwhelming and leave. Furthermore, musical tastes are culturally specific, so a genre that is considered relaxing in one culture might be unfamiliar or even irritating in another. Therefore, retailers must consider their specific target demographic.

Generally, no. One of the key findings from studies in this area, such as North et al.'s (1999) wine study, is that the influence of music often occurs at a subconscious level. When asked, shoppers often denied that the music had any impact on their purchasing decisions, even when the data clearly showed it did. This makes music a subtle but powerful tool for influencing consumer behaviour.