Music Effect on Shopping Habits

Paper Summary:

This paper details a research design which will follow the hypothesis that when music is played, regardless of the type of music played, that shoppers will spend more time and more money as opposed to the amount of time and money spent when the music is not being played. It provides a methodology explanation, limitations of the study and implications of the study.

From the Paper:

"Marketers continuously attempt to influence shopper habits by manipulating their environment. It has been known since the early 1970s that factors such as lighting, layout, sounds, colors and temperature invoke emotional responses in consumers (Kotler, 1973). Research has shown that the amount of time spent in a restaurant was directly related to the amount of money spent (Caldwell and Hibbert, 2002). Musical preferences were found to play a factor in the restaurant experience. However, the tempo of the music was not found to be significant (Caldwell and Hibbert, 2002). Several researchers have focused on the effects of music on consumer behavior (North, Hargreaves, and McKendrick, 1996; Yalch & Spangenberg, 1990; Milliman, 1982)."

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