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Cartoon music in a candy store: a field experiment
Hélène Le Guellec1, Nicolas Guéguen, Céline Jacob
1Université de Bretagne-Sud, 4 rue Jean Zay BP 92116, 56321 Lorient, France.
Psychological Reports
|September 25, 2007
Summary
Cartoon music increased dwell time for young consumers in candy stores. However, music genre did not influence spending amounts in this consumer behavior experiment.
Area of Science:
- Consumer Psychology
- Behavioral Economics
- Retail Marketing
Background:
- Understanding factors influencing consumer behavior is crucial for retail environments.
- Music is a common atmospheric element in retail spaces, potentially affecting shopper engagement.
Purpose of the Study:
- To investigate the impact of different music genres on young consumers' in-store behavior.
- To determine if music influences time spent and money spent by adolescent shoppers.
Main Methods:
- An experiment was conducted with 60 participants aged 12-14 in a candy store.
- Participants were randomly assigned to three conditions: Top Forty music, cartoon music, or no music.
- Consumer behavior, specifically time and money spent, was observed and analyzed.
Main Results:
- Exposure to cartoon music significantly increased the time adolescents spent in the candy store.
- No significant difference in the amount of money spent was found across the music conditions.
- Top Forty music did not significantly alter dwell time compared to no music.
Conclusions:
- Music genre, specifically cartoon-themed music, can influence adolescent consumer dwell time in retail settings.
- Retailers may leverage specific music types to enhance shopper experience and engagement, though its effect on immediate sales requires further study.
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