32 studies provide reliable findings in meta-study on background music
Music tailored to the target group influences the length of stay and the customers’ sense of well-being. Appropriate music can have a positive effect on the business image. The mere presence of music has an influence on customers, who feel more comfortable with it overall. Customers linger longer in a store when slow music is played discreetly rather than loudly, familiar music has a stronger effect than unfamiliar music. With loud, familiar and fast music, a period of time is perceived as longer, which is particularly unfavorable for waiting times. Tempo has the greatest influence on activation. Many studies demonstrate a connection between music and increased sales. Customers spend more money through music by buying more often, more or higher quality products. The music leads to a more positive perception of the brand, the business or the company and is therefore image-enhancing and confidence-building. Source: Setting the tone with the tune: A meta-analytic review of the effects of background music in retail settings, Francine V. Garlin ⁎, Katherine Owen, in: Journal of Business Research 59 (2006) 755-764
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