Does background music in a store enhance salespersons' persuasiveness?

Area of Science:

• Consumer Psychology
• Marketing Science
• Auditory Perception

Background:

• Store atmosphere research often focuses on music's emotional impact.
• Previous studies indicate music can cognitively influence consumers.
• The specific effect of music on salesperson persuasion remains underexplored.

Purpose of the Study:

• To investigate how different levels of music arousal affect consumer responses to salespersons.
• To determine if music moderates the influence of salespersons on purchase intent.
• To examine music's impact on the acceptance of sales arguments and desire for affiliation.

Main Methods:

• An experimental design was employed to test four music arousal conditions: none, low, moderate, and high.
• The pleasure level of musical stimuli was carefully controlled.
• Consumer responses were measured in relation to salesperson influence.

Main Results:

• Music arousal did not significantly moderate the effect of salespersons on purchase intent.
• Low and moderately arousing music significantly increased the acceptance of sales arguments.
• Low and moderately arousing music also significantly enhanced the "desire to affiliate" with the salesperson.

Conclusions:

• Music's cognitive influence is evident in how consumers process sales information and interact with sales staff.
• Retailers can leverage specific music types to enhance salesperson effectiveness in building rapport and persuasion.
• The findings suggest a nuanced role for background music beyond mere emotional ambiance.