It is all in the mix: The interactive effect of music tempo and mode on in-store sales |
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Authors: | Klemens M Knoferle Eric R Spangenberg Andreas Herrmann Jan R Landwehr |
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Institution: | 1. Center for Customer Insight, University of St. Gallen, Bahnhofstrasse 8, 9000, St. Gallen, Switzerland 2. Washington State University, Box 644750, Pullman, WA, 99164-4750, USA
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Abstract: | Though practitioners have relied on tempo as a criterion to design in-store music, scant attention has been devoted to the mode of musical selections, and no consideration has been given to the potential for the interactive effects of low-level structural elements of music on actual retail sales. The current research reports a field experiment wherein the positive main effect of slow tempo on actual sales reported by Milliman (J Marketing 46 (3):86–91, 1982, J Cons Res 13 (2):286–289, 1986) is qualified by musical mode. A significant interaction between tempo and mode was evidenced, such that music in a major mode did not vary in effectiveness by tempo while music in a minor mode was significantly more effective when accompanied by a slow tempo. That is, the Milliman effect was eliminated for music in a major mode. Implications of our findings and directions for further research are discussed. |
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