Both hedonistic and functional evaluations of the store experience by consumers are at their best when combinations of slow music and high store density or exciting music and low store density are made. (The researchers used music of 96 or 60 BPM in line with the theory on incongruence).
Music tempo revealed several remarkable effects on the response behaviours, such as “approach/avoidance” and the extent of “search” behaviour. From research by Eroglu, Machleit & Chebat it appears that playing music with a lower tempo leads people to interact more with others in the store, compared to a situation in which music with a higher tempo is used. During the research, when music with a low tempo was played, people were more likely to walk around the store without the intention to buy; yet they were also more prone to buy a snack in the shopping centre. Additionally, people will avoid shopping in a mall when music with a high tempo is played too loudly.
It also appears that more unplanned purchases are being made in a crowded, rather than a less crowded environment. Music can be used as a tool to influence the atmosphere and, in particular, to minimalize the potential negative effects that may arise in a busy (crowded) shopping environment.
Eroglu, S.A., Machleit, K.A., and Chebat, J.C. (2005). The interaction of retail density and music tempo: effects on shopper responses. Psychology and Marketing, 22 (7), 577–589.
