How can music alter consumers’ emotions, attitudes, and behaviors?

Slow-tempo music influences customers to stay longer in a restaurant.Source: Image by João Braun from Pixabay

Research studies have shown that the tempo of background music influences consumers’ pace of action. For example, listening to fast-tempo music speeds up the rate at which people eat, walk, and drive . Consumers spend more time in the grocery store when the background music is slow as they browse a range of products.Music can prime certain thoughts and associations. For example, a study exposed customers in a supermarket drinks section to either French music or German music.

The effect appears to be greater in the case of low-arousing music with a slow tempo. For example, music is used in waiting rooms to reduce the subjective duration of time spent waiting or in supermarkets to encourage people to stay for longer and buy more . Music keeps workers happy when doing repetitive and otherwise boring work. Thus, situations that inducePeople tend to prefer music that is neither too complicated nor too simple . The highest pleasure is associated with intermediate values.

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