Music in stores has some effects on shoppers
It has been shown in studies that the background music in a store can have an effect on people and their shopping habits.
According to a study by Richard F. Yalch and Eric R. Spangenberg, individuals reported greater arousal when listening to the unfamiliar music compared to familiar music. In addition to directly affecting how much time shoppers spend in a store, music appears to affect shoppers’ perceptions of the amount of time they spent shopping,” to view the study click here.
Although different stores play a variety of music ranging from popular top 40 hits to classical pieces, one thing all store associates can agree on is that music is important to the shopping atmosphere.
“We play all styles,” said Jessica VonFeldt, 22, a customer service representative at Nordstrom. “We have a huge mix of genres, everything from oldies to country.”
The volume level can also impact the shopper’s experience.
“We play our music at a comfortable level, not to loud or anything.” VonFeldt said.
Shoppers reaction to music can range from putting them a mood to shop to making them want to dance.
“I think music is important in stores,” said Jessica Jehorek, an 18-year-old freshman international affairs and sociology major. “I would prefer loud music, like Abercrombie & Fitch, compared to none at all.”
While music can be overwhelming in a store it usually gets the attention of a shopper and makes them listen.
According to a study by J. Duncan Herrington and Louis M. Capella, there is some evidence to suggest that the tempo, volume, mode and other structural characteristics of background music influence behavior. To see the study,click here.
Sometimes store music can have such an impact that a shopper wants to listen to the music outside of the store. However, some stores, like Abercrombie & Fitch, like to keep their music unknown. They no longer post the artist names or song names on their web page. Other stores, like Nordstrom, sell their music at the check-out counters.
“We sell about 70 percent of the music we play in the store,” VonFeldt said. “We carry the CD’s and sell them at the counter.”
So next time while “shoppin’ til you be droppin’,” pay attention to the noise in the background. It may have a big purchasing impact.
Contact Campus Press Staff Writer Zach Keller at john.keller@thecampuspress.com.
