Beruflich Dokumente
Kultur Dokumente
Music and Wine Online: Background Music Increases Congruent Online Wine Sales.
Camiel J. Beukeboom, Ivar Vermeulen, Loes Boot, Sonja Utz, & Enny Das
VU University Amsterdam
November 3, 2009.
VU University Amsterdam
The Netherlands
e-mail: cj.beukeboom@fsw.vu.nl
Atmospheric cues in physical stores, ranging from interior design to product displays,
and from aromatic cues to background music, affect consumer behavior. E.g., background
music played in a store influences time spent in a store, product evaluations, and money spent
(Kotler, 1974; Parson’s & Conroy, 2006). With the advent of internet as a consumer medium,
the question arises to what extent such effects apply to online environments. Does background
music in an online store affect consumers’ product choice? The present research replicates a
well known offline finding, showing that the type of music played in a supermarket influences
consumers’ wine choice (North, Hargreaves & McKendrick, 1999), in an online setting.
Effects of music on consumer behavior fall into three categories (North et al, 1999,
Bruner, 1990). First, musical tempo may influence time perceptions (Kellaris & Kent, 1992),
the pace of consumer behavior, like moving around in a supermarket, and spending (Milliman
1982). Second, liking for music may induce a preference for advertised products (Gorn, 1982)
as well as for stores and their personnel (North & Hargreaves, 1996). Third, musical
2002; Bargh, Chen, & Burrows, 1996) and, as a result, to an increased preference for
associated products.
As an illustration of the latter effect, Areni and Kim (1993) found that the use of
classical – i.e., high brow, sophisticated – background music in an American wine cellar
increased sales for more expensive wines. Moreover, North, Hargreaves and McKendrick
(1999) demonstrated that French music played in a supermarket led to increased sales of
French wine, whereas German music increased sales of German wine. This suggests that
music has the potential to activate knowledge structures associated to a particular country,
which, in turn, primes the selection of products congruent with these knowledge structures.
In the present study we aimed to replicate and extend these findings in an online
music in an online store increased the choice for wines from congruent origin.
Method
Participants and design. 110 participants (40 men, 70 women, mean age 29.1 years)
participated in an online study on online shopping. They were asked to select wines in an
online wine shop, and were randomly assigned to one of four between-participant music
one of four custom-made online wine shops that only differed with respect to the background
music that was played. Music was instrumental - a pretest had demonstrated distinctive
geographical associations with the intended country of origin. The used compositions were La
Valse d’Amelie by Yann Tiersen (French), Hlohonolofatsa by Soweto Gospel Choir (South-
African), and El Condor Pasa by Paul Simon (South-American). Participants were given a
virtual budget of 25,- to spend on purchasing five wines (all priced 5,-) of their choice.
The online shop consisted of a homepage with instructions, and three consecutive pages with
offerings of red, white and rosé wine. Each of the pages showed eight wines with, in mixed
order; two French, two South-African, two South-American and two other (i.e., Italian,
Spanish, and Australian) wines. With each wine a photo of the bottle, the flag of the country
of origin, and a brief description starting with the country of origin was shown. By clicking on
a specific wine, participants obtained more detailed information about the wine. After
selecting the wines of their choice, participants completed 4-item mood measure (α = .83), a
manipulation check where we asked participants to indicate the origin of the background
music and its geographical associations. (9-items; α’s <.87), musical experience (loudness,
conscious listening, and music’s mood (3 items; α =.83). As the main dependent variable we
assessed the number of French, South-African, South-American and other wines chosen and
computed the overall number of music-congruent (e.g., French music/French wine) vs. music-
Results
music’s origin. Moreover, three ONEWAYs with posthoc analyses showed that geographical
associations were as expected (see Table 1). No differences were observed between
conditions in how participants experienced the music (i.e., loudness, conscious listening,
music’s mood; Fs < 2.2, ps > .12), in participant’s mood, or in time spent shopping (Fs < 1).
Hypothesis testing. Consistent with our hypothesis, a paired samples t-test showed that
background music increased the preference for music-congruent wines (M = 1.89, SD = 1.61)
over music-incongruent wines (M = 1.10, SD = 0.77; t (83) = 3.25, p = .002). Thus, compared
to the other music conditions, participants in the French, South-African, and South-American
Table 2 shows the effects for each wine separately. In all cases, preference for a particular
wine is highest in the congruent music conditions. In most cases the simple differences are
(marginally) significant.
As a tentative test of our notion that wine choice should be mediated by music-induced
correlation analyses (results are displayed in Table 3). Overall, geographical associations
correlated with congruent wine choices, with exception of associations of the music with
France which did not significantly correlate with the number of French wines chosen. This
indicates that accessibility of geographical associations were more important in explaining the
choice for South-African and South-African wines than for French wines.
Discussion
Our study shows that background music positively affects congruent wine choices in
an online shopping environment. Our correlation analyses suggest that this effect is most
prime the selection of congruent products. Our findings extend those of North et al. (1999) by
showing (1) effects of different musical selections, and (2) generalizing them to an online
shopping environment.
that the mere (unconscious) activation of knowledge structures may automatically result in
congruent behavior (Bargh, 2002). For instance, people primed with the stereotype of the
elderly subsequently may walk more slowly (Bargh, Chen, & Burrows, 1996). Alternatively,
knowledge structure accessibility may lead to attitude accessibility, which is highly predictive
in forced choice situations (Fazio, Powell, & Williams, 1989). Also, knowledge structure
accessibility may lead to inclusion in consumers’ awareness sets, which, in turn, predicts
inclusion in their consideration and choice sets (Roberts and Lattin, 1991; 1997). These
mechanisms may also explain why accessibility of associations with France did not
significantly correlate with the choice for French wines in our study. For many consumers,
French wine is a chronically accessible choice option. Thus, inducing associations with
France may, due to a ceiling effect, do little to increase the consideration of French wines.
Based on this argument, it can be inferred that background music in online wine shops may be
Areni, C.S. & Kim, D. (1993). The Influence of Background Music on Shopping Behavior:
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Bargh, J.A., Chen, M., & Burrows, L. (1996). Automaticity of Social Behavior: Direct Effects
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Fazio, R.H., Powell, M.C., Williams, C. J. (1989). The role of attitude accessibility in the
Kellaris, J. J., & Kent, R. J. (1992). The influence of music on consumers' temporal
perceptions: does time fly when you're having fun? Journal of Consumer
Psychology, 1, 365-376.
Milliman, R.E. (1982). Using Background Music to Affect the Behaviour of Supermarket
North, A.C., Hargreaves, D.J. & McKendrick, J. (1999). The Influence of In-Store Music on
Behaviour, 5, 69-81.
Roberts, J. H. & Lattin, J. M. (1997). Consideration: Review of Research and Prospects for
Table 1.
Mean reported (and SD) geographical associations of the music with France, South-Africa,
Music condition
Note. Means vary between 1 and 7. Music-congruent associations in bold. Means with
different subscript (a, b) in rows are significantly different (p <.05) according to LSD post-
hoc test.
Table 2.
Mean number (and SD) of ordered French, South-African, South-American and other wine in
Music condition
Note. Means vary between 0 and 5. Music-congruent wine choices in bold. Means with
different subscript (a, b) in rows are significantly different (p <.05) according to LSD post-
hoc test. Different subscript and † are marginally different (p < .09).
Table 3.
Note. Congruence between associations and wine choices in bold. (*) denotes significance at