Topic 3 key studies

North, Hargreaves and Krause 2016

Four processes on consumer behaviour

NHK 2016 Four processes

Physiological arousal, associations, emotional impact, dominance/control

Millman 1982

Time spent in a supermarket

Millman 1982 fast music

Fast music- 15% in the shop, but spent 33% less money

Roballey et al 1985

Music speed and eating rate

Roballey et al Bites per Minute

4.4 for fast, 3.8 for slow

Milliman 1986

Time spent in restaurants over 8 weekends

Milliman 1986- how long they stayed

Slow- 56 minutes. Fast- 45 minutes

Milliman 1986- how much they spent

Slow- $30. Fast- $20.

Van Dyck et al 2015

People synchronise their bodily rhythms to music

Maes et al 2015

Alignment hypothesis- stimulating music leads to vigorous body movement

Gueguen et al 2008

Volume of music in bars

Gueguen et al 2008 two volumes

72dB baseline, 88dB loudness

Gueguen et al 2008 results

Loud music- increased physiological arousal- drinking faster- more drinking

North, Hargreaves and Kendrick 1999

French and German wines/music

NHK 1999 ratios

French 5:1, German 2:1

North, Sheridan and Areni 2016

Types of cuisine

NSA 2016 four types of music

American, Chinese, Indian, no music

NSA 2016 results

Type of cuisine chosen was congruent with the music played. Congruence helped memory recall.

Areni and Kim 1993

Spent more on wine listening to Classical music than top 40s pop

Jacob et al 2009

Romantic music in a flower shop meant people spent more money

North and Hargreaves 1998

Pop, classical, Muzak and no music in a cafe

North and Hargreaves 1998 questions

Asked participants to describe the cafe from a list of adjectives and how much money they were willing to spend

North and Hargreaves 1998 genre results

Pop- lively and youthful. Classical- upmarket and sophisticated. Muzak- downmarket.

North and Hargreaves 1998 results money

Spent more money on classical music

Mehrabian and Russell 1974

PAD model (pleasure, activation, dominance) for how consumers approach or avoid an environment

Kellaris and Matel 1994

Time perception slows down when listening to music you like

North, Hargreaves and McKendrick 1999

Advert in paper, asked people to call them back. Beatles, panpipes, or a 10 second spoken message.

NGM 1999 results

Message- 200 seconds. Beatles- 230 seconds. Panpipes- 250 seconds.

North and Hargreaves 1996

Set up an advice stall on campus, three levels of pop music complexity.

North and Hargreaves 1996 how many people per 10 minutes

No music- 4.01. Moderately complex- 10.71. Complex- 3.67.

North et al 2004

Better memory recall with congruent music for adverts