how does music affect consumer decision making, Study notes of Psychology

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How does music affect

consumer decision making?

By Ethan Jimenez

Rouse

Supervisor: Mrs Knight

Word Count: 3640

Abstract

Human emotions, actions, and thought processes are all influenced by the power of music. Beyond being only entertaining, music also has a strategic impact on consumer environments, influencing brand perceptions and buying habits. This study looks at how different aspects of music, from speed to intensity, genre, and familiarity, influence customer decisions in shopping environments. This study, which has a focus on consumer psychology and neuroscience, discusses the impact of music on consumer shopping behaviour both at a conscious and subconscious level, e.g., browsing time, product value judgments, and impulse buying. Its use in online shopping experiences is also addressed in addition to consumer experience and brand development. While music is a tool for increasing customer satisfaction and sales stimulation, marketers also have challenges where it may bring potential negative outcomes including sensory overload, manipulation, and conflicts in individual taste. This current study gives a comprehension of the way in which companies are able to effectively utilize music without betraying moral marketing standards based on existing studies and real-life usage. Brands can create more engaging and profitable shopping experiences through a greater knowledge of the psychological and behavioural impacts of music on consumers. Introduction Music is a form of expression that is strong and powerful in people’s lives, and it plays a major role in shaping human emotions, behaviours and thoughts (Levitin, 2006). Beyond the fact that it has high levels of entertainment value, music has also been recognised as an influential factor in various other aspects of daily life, including consumer environments. From restaurants and stores to online shopping websites and advertisements, music is frequently used as a marketing tool that helps to influence consumer behaviour (North, Hargreaves, & McKendrick, 1999). Companies tend to invest considerable amounts of resources into making and enhancing soundtracks that they believe will create a desired atmosphere, enhance customer experience, and ultimately drive up sales to maximise their revenue (Yalch & Spangenberg, 2000). But how exactly does music affect consumers’ decision making processes? Is it the aspects of music such as tempo, volume, the genre, or familiarity that have the greatest influence on the choices consumers make?

websites to enhance customer experience and ultimately drive sales (North, Hargreaves, & McKendrick, 1999). However, while its widespread use as a marketing medium is sufficiently documented, the exact processes by which music influences consumer decision-making remain the focus of ongoing research. The primary question that this research paper aims to resolve is: How does music influence consumer decision making? This question has many different aspects, for example, how different musical factors, such as tempo, volume, genre, and familiarity, influence consumers' buying, shopping behaviour, and preference. By studying literature and real-world applications, this study further seeks to investigate the psychological and behavioural influence of music on consumer and retail environments. One of the most important aspects of this study is learning about the subconscious and conscious effects of music on consumer behaviour. Research in consumer psychology indicates that music has the ability to influence purchasing decisions implicitly (in a non-express way) and explicitly (in an express way) (North & Hargreaves, 1997). For example, research has shown that background music in retail establishments can alter people's thoughts on a brand, their emotions, and even how long they stay in a shopping setting (Yalch & Spangenberg, 2000). Upbeat music, for example, has been linked to quicker shopper movement rates, which can lead to quicker decision making and more impulsive purchasing (Milliman, 1982). On the other hand, slower and soothing music might encourage customers to browse for longer, increasing the likelihood of future or impulse buys. These shifts in behaviour suggest that music is not merely an ambient force, but a strategic tool that businesses can manipulate to achieve specific marketing goals. Another key point to consider in developing the research question is the role that musical genre plays and how it affects consumer perception. They provide various atmospheres and are able to support specific brand images (Lantos, 2015). Classical music, for example, has been used synonymously with luxury and lavishness, hence potentially affecting the consumer to purchase more costly commodities, such as wine (North, Hargreaves, & McKendrick, 1999). On the other hand, pop or contemporary music will provide an entertaining, relaxed atmosphere that supports sales of stylish or ordinary products. This raises a vital question: does the music directly influence perceived product value, and if it does, how do businesses use this data strategically? Additionally, this study aims to investigate the influence of music volume and familiarity in consumer choice as well. It has been found that loud music can excite customers and create a more energetic shopping

experience, but also deter those who are overpowered (Dubé, Chebat, & Morin, 1995). Or, familiar music can create feelings of familiarity and nostalgia, and may create higher levels of involvement and positive affect towards a brand (Kellaris & Kent, 1992). Understanding the interrelationship between these variables can allow firms to more effectively customise their marketing and optimise customer satisfaction. While a great deal has been studied in this regard, there remain knowledge gaps with respect to individual differences in the effect of music on people. Factors like age, cultural background, and personal taste likely play a significant role in how consumers respond to music, but these are typically overlooked in existing research. Through these gaps, this research aims to contribute original findings to the dynamics of music's interaction with multicultural consumer communities and continue building what is understood about the impact of music on decision making. Generally speaking, whether music affects consumer decision making is complex and composed of a complex relationship of situational and psychological variables. By exploring existing studies and real-world applications, this study seeks to advance the understanding of how businesses can strategically use music to enhance customer experiences and drive buying behaviour. The findings of this study may have significant implications for marketers, retailers, and advertisers interested in creating more effective and engaging consumer environments. Emotional responses to music and the Limbic system Music has a significant impact on the emotional parts of the brain, particularly the limbic system (shown in image below), which is responsible for processing emotions and rewards. Neuroscience research shows that when individuals listen to music they enjoy, their brain releases dopamine, which is a neurotransmitter associated with pleasure and motivation (Salimpoor et al., 2013). This can increase engagement and create positive emotional associations with a product or environment. In retail settings, music that evokes positive emotions can make an environment feel more welcoming, which increases the likelihood of consumers staying longer and making purchases (Garlin & Owen, 2006). These emotional cues are not just background features, they actively shape consumer attitudes and behaviours.

 Fast, complex music, in contrast, can lead to quicker thinking and may trigger impulse buying (Milliman, 1982). In busy environments like supermarkets, upbeat music has been shown to reduce the time consumers spend making choices (North, Hargreaves, & McKendrick, 1999), which can be used strategically to drive spontaneous purchases. Psychological arousal and Stress regulation Beyond emotion and thought, music impacts physiological states through the autonomic nervous system, which controls involuntary functions like heart rate and blood pressure. Musical elements such as volume, tempo, and rhythm can increase or decrease arousal (Bernardi, Porta, & Sleight, 2006). For example:  Loud, upbeat music can energize consumers and make the shopping experience feel exciting and dynamic.  Soft, slow music, on the other hand, tends to lower arousal, promoting a calm environment and encouraging longer shopping times (Yalch & Spangenberg, 2000). Retailers can use this knowledge to design store atmospheres that align with their goals, whether they want quick turnover or extended browsing. The connection between the brain and music The effects of music on the brain are complex and multifaceted, involving emotional regulation, memory activation, cognitive processing, and physiological arousal. These brain based mechanisms explain why music is such a powerful tool in shaping consumer decision making. By carefully selecting music that aligns with the desired consumer experience, businesses can influence how customers feel, think, and behave, ultimately enhancing satisfaction and increasing the likelihood of purchase. Impact on the consumer

Music has a significant impact on consumer experience, shaping the way people interact with products, brands, and shopping environments. Its effects are not limited to immediate purchase behaviour but extend to feelings, memory storage, and even brand attitude (Alpert & Alpert, 1990). Marketers select music with care to complement marketing objectives, using things such as tempo, style, and familiarity to create an atmosphere that prompts interaction and spending. One of the key factors of music's influence is its ability to create perceived store atmosphere and product value. Music assists in setting the general atmosphere in a store and shaping customers' beliefs regarding the quality of the products (Morin, Dube & Chebat, 2007). For instance, classical music played in a high end shopping boutique or gourmet restaurant may be a means of creating an atmosphere of sophistication that strengthens the perception that the products or services being offered are of superior quality. Conversely, newer or more upbeat music could be used to generate a lively and trendy shopping environment, appealing to younger consumers and causing impulsive purchases (Beverland, Lim, Morrison & Terziovski, 2006). Other than store atmosphere, music also impacts consumer-brand relationships. Musical identity of a brand can establish a stronger relationship with its target market by imposing personality and emotional attachment on the brand (Lantos, 2015). For example, brands that employ distinctive tunes or playlisted collection consistently in all their advertising campaigns create longer lasting brand recall among consumers. It is most visible in shopping chains, where strategic use of universal ambient music helps to establish customer expectation and brand commitment (Kellaris, Cox & Cox, 1993). Another powerful influence of music on customers is its ability to impact perceived waiting time and levels of patience. Studies have established that waiting in line or window shopping is perceived to be shorter when appropriate background music is played, and customer satisfaction increases while frustration is minimised (Hui, Dube & Chebat, 1997). Slow music, for instance, has been linked with the establishment of a calming atmosphere, making customers less hurried and more willing to spend extra time shopping (Oakes, 2003). Conversely, in high turnover establishments like fast-food restaurants, music played can be used to create a sense of urgency and encourage more rapid transactions (Caldwell & Hibbert, 2002).

Positive Contributions of Music on Consumer Choice One of the most beneficial applications of music in consumer environments is creating an entertaining and engaging shopping atmosphere. Research shows that well selected background music enhances the atmosphere of a store, which makes consumers have a better time and be more inclined to spend (Garlin & Owen, 2006). An appealing atmosphere can keep consumers in a store longer, therefore increasing the possibility of impulse purchasing (Yalch & Spangenberg, 2000). The second main benefit is that music can support brand identity. The type of music played in a store can impact customers' brand impressions, enabling firms to convey a desired image or lifestyle association. For example, high-class retailers frequently use classical or instrumental music to establish a sense of sophistication and exclusiveness (North, Hargreaves, & McKendrick, 1999), whereas fashion retailers might select contemporary pop music to establish a youthful and dynamic atmosphere (Lantos, 2015). These associations can set brand loyalty and repeat purchase by establishing an emotional connection between the brand and the customer. Music can also reduce perceived waiting time, which can dramatically enhance customer satisfaction. It has been shown that customers waiting in lines or on hold perceive their waiting time as shorter when they are listening to enjoyable background music (Hui, Dubé, & Chebat, 1997). This psychological effect can particularly benefit businesses working in industries where waiting is typically extended, such as banking, hospitality, and customer service. By using music strategically, businesses can prevent customer dissatisfaction and improve overall experiences. Additionally, music's ability to evoke emotional responses can lead to increased consumer spending. Emotional arousal, particularly when linked with fond memories or nostalgia, has been found to lead to consumers becoming more prone to purchasing offerings (Janata, Tomic, & Rakowski, 2007). This is why advertisements and in store playlists will include nostalgic songs that resonate with a target market, fostering an emotional attachment to the brand and, ultimately, consumption behaviour. Negative Impacts of Music on Consumer Decision-Making

Despite these advantages, the use of music in consumer environments also has some expected drawbacks. Among the notable problems is sensory overload, where music that is too loud or too fast may render the atmosphere stressful and overwhelming, leading to negative shopping experiences (Dubé, Chebat, & Morin, 1995). While certain shops use the presence of high energy music to generate excitement and a sense of urgency, this can also have an adverse effect if the shoppers find the music annoying or distracting and end up leaving the store without making a purchase. The second ethical problem is one of manipulation. Because music has a subconscious influence on emotions and decisions, shops might use it as a psychological tool to spend more than they initially intended. For example, studies have shown that slower music can encourage longer shopping time and greater spending, which can lead customers to purchase products they had not planned on purchasing (Milliman, 1982). While the practice is beneficial for business, there is concern regarding the ethicality of slightly manipulating consumer behaviour in manners that are not in their best interests. Also, music preferences are very personal, and hence a playlist intended to delight one group will possibly annoy another. Cultural and generational differences are key factors of music perception, and a soundtrack delightful to young consumers will be unpleasant to older customers (Kellaris & Kent, 1992). This presents a challenge to companies, in that they must select carefully in order to delight the target consumer for their products without annoying potential customers. One of the consequences is brand misalignment, which occurs when music chosen is not aligned with a brand's image or customer expectations. When there is conflict between the music and the brand identity, it may lead to confusion or reduce consumer trust. For instance, playing upbeat pop music in a high end jewellery store can detract from the sense of exclusivity and luxury, generating conflict between the store's intended image and the one perceived by the shopper (Lantos, 2015). Finally, legal and licensing issues can create financial challenges for businesses that use music as a promotional tool. The majority of businesses are required to pay license fees for playing copyrighted music in business places, and failure to comply with the law can result in fines or lawsuits. This presents an additional cost to businesses, particularly small scale retailers, who might not be willing to spend much on quality music licensing services at the expense of profitability (Sisario, 2014).

environment. Furthermore, familiarity of music can evoke positive emotional responses, enhancing brand loyalty and consumer satisfaction. Besides its advantages, music in consumer settings has disadvantages. Sensory overload due to too loud or inappropriate music has the impact of creating discomfort and driving away consumers. Ethical considerations are also involved with consumer manipulation through purposeful music choice. Additionally, age, culture, and musical tastes add to diversity, making it complicated to be useful so that it is significant for businesses to have plans tailored based on the variation in listener groups. Furthermore, legal considerations of music licensing and copyright impose further business expenses on firms desiring to use music as a marketing tool. In addition, music is a key component in creating consumer experiences with a significant impact on marketing activity in both physical and online retail spaces. The contributions of this research are that the companies are able to get the best out of music by adhering to a balanced and unbiased policy (bases its music choice on its company brand while satisfying the consumers through diversified preferences). Future research is required to explore the merging of cultural and psychological faces of music stimulated consumer behaviour as well as advances in personalised and AI-driven music selection in retail settings. In conclusion, music certainly influences consumer decision-making but only when used strategically. Understanding music's psychological and behavioural influence allows businesses to create more engaging, fun, and ethically sound shopping experiences that not only attract consumers but also encourage good shopping habits. References Alpert, M. I. and Alpert, J. I. (1990). Music influences on mood and

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