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Is there any evidence that piped music in shops, pubs and similar establishments increases sales? I avoid such places even if that is inconvenient or involves extra cost.
鈥� Not only does it increase sales, but specific music can increase sales of specific items. In a 1997 study, psychologist Adrian North and colleagues played stereotypically French and German music on alternate days in front of a display of French and German wines (Nature, ). French music led to French wines outselling German ones, whereas German music had the opposite effect. Yet a questionnaire suggested customers were unaware that the music had an effect on their product choices.
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Jon Sutton, Leicester, UK
鈥� Though I personally share the questioner鈥檚 distaste, I know from involvement in marketing that such music does indeed increase sales. Tests have shown music related to a product can affect sales directly; for example, playing overtly French music in a supermarket will increase sales of French wine or cheese, especially if other promotional tactics draw attention to these products.
This is probably because the music creates a mental association with a product, although exactly why remains a mystery. It works with smells too 鈥� the piped smell of fresh, ground coffee or baking bread also increases sales.
The impact of background music is less clear, though many retailers feel that a library-like atmosphere of silence can be off-putting. So, despite the cost (in the UK payments must be made to the ), such music is widely played. Indeed, some retailers make a feature of it. For example, coffee chain Starbucks displays a notice of what is playing and has the CD for sale.
鈥淩etailers feel that a library-like atmosphere of silence can be off-putting for customers鈥�
That said, I am sure much music is off-putting, particularly if it is very loud, prompting some people to avoid the stores it is played in.
Patrick Forsyth, Maldon, Essex, UK
The writer is the author of Marketing: a guide to the fundamentals, published by The Economist 鈥� Ed