Effects of music in service environments ISEG MBA 2008 – Marketing Empresarial e de Serviços 29 de Maio de 2008Ana Paula Telo Alain Miranda Augusto Reis João Lopes Nuno Vilariça

2 ISEG MBA 2008 – Marketing Empresarial e de Serviços: Effects of music in service environments 1Objectivo do artigo 2Hipóteses 3Metodologia 4Resultados 5Impactos para a gestão Agenda

3 ISEG MBA 2008 – Marketing Empresarial e de Serviços: Effects of music in service environments 1Objectivo do artigo 2Hipóteses 3Metodologia 4Resultados 5Impactos para a gestão Agenda

4 ISEG MBA 2008 – Marketing Empresarial e de Serviços: Effects of music in service environments Objectivo do artigo Issue Many services marketing plans focus exclusively on some combination of the traditional "marketing mix": –product/service, –pricing, –promotional activities –distribution Main goal The primary purpose of this article is to report the findings of a controlled field study examining the effects of background music on shopping behavior in a traditional service environment: a supermarket. Conclusion (overview) Musical preference influenced both the amount of time and money shoppers spent in the store, although musical tempo and volume had no observable effects.

5 ISEG MBA 2008 – Marketing Empresarial e de Serviços: Effects of music in service environments 1Objectivo do artigo 2Hipóteses 3Metodologia 4Resultados 5Impactos para a gestão Agenda

6 ISEG MBA 2008 – Marketing Empresarial e de Serviços: Effects of music in service environments Hipóteses Variáveis de análise The time shoppers spend in a service environment will be reduced by loud music The amount of money shoppers spend in a service environment will be unaffected by loud music Volume The tempo of background music will affect the total shopping time of shoppers The tempo of background music will affect the amount of money spent by shoppers Tempo Preference for the background music will affect the amount of time shoppers spend in the service environment Preference for the background music will affect the amount of money shoppers spend in the service environment Musical preference

7 ISEG MBA 2008 – Marketing Empresarial e de Serviços: Effects of music in service environments 1Objectivo do artigo 2Hipóteses 3Metodologia 4Resultados 5Impactos para a gestão Agenda

8 ISEG MBA 2008 – Marketing Empresarial e de Serviços: Effects of music in service environments Metodologia Scope definition Inquiry Field experiment Data analysisFinal inquiry Several shoppers were asked to participate in a study conducted as part of a university project. Potential participants were offered a five dollar gift certificate in return for their participation. The surveyed sample represents a diverse group of 140 adults from a metropolitan area in Southeastern USA. First questionnaire containing items designed to measure antecedent mood state, perceived time pressure and several demographic characteristics. After completing the first questionnaire, participants were asked to return to the researcher's booth on departing the checkout queue to complete another brief questionnaire. Participant was subjected to one of seven different musical factor level combinations: slow-tempo/low- volume; slow- tempo/loud-volume; fast-tempo/low- volume; fasttempo/ loud-volume; business background music/low-volume; business background music/loud-volume; or a no-music control level. The researcher next recorded the time at which the participant entered the checkout queue; The time lapse between entering the selling space of the service environment and entering the checkout queue, measured in whole seconds; Shopper was instructed to produce his or her cash register receipt from which the researcher recorded the purchase amount Participants were instructed to complete the second questionnaire containing several items designed to measure musical preference: –Tempo; –Volume; –Measurement of musical preference 12345

9 ISEG MBA 2008 – Marketing Empresarial e de Serviços: Effects of music in service environments 1Objectivo do artigo 2Hipóteses 3Metodologia 4Resultados 5Impactos para a gestão Agenda

10 ISEG MBA 2008 – Marketing Empresarial e de Serviços: Effects of music in service environments Resultados Background music The source of the effects of music at the point-of- purchase to be shoppers' preference for the background music rather than tempo or volume Tempo and volume The tempo and volume of the background music did not significantly influence the shopping time or purchase amount of the sample of shoppers Time and money The amount of time and money spent in the supermarket by shoppers exposed to the business music - the music normally played in the supermarket - was not distinguishably different from that of the shoppers exposed to the experimental music Time and money The amount of time and money spent in the supermarket was positively related to shoppers' level of preference for the background music

11 ISEG MBA 2008 – Marketing Empresarial e de Serviços: Effects of music in service environments 1Objectivo do artigo 2Hipóteses 3Metodologia 4Resultados 5Impactos para a gestão Agenda

12 ISEG MBA 2008 – Marketing Empresarial e de Serviços: Effects of music in service environments Impactos para a gestão Categories of music trends Preference for the various categories of music tends to vary by age, income, education and ethnic background Music selection The key to selecting the most appropriate business music service is variety Image and position Music may be used to help create a distinctive image and position in the market Music patrons While potentially useful in helping to define and/or reinforce a particular image, music can just as easily offend patrons; Take great care when using music to create, define, or reinforce the image of the service provider; Be aware of the potential effects of background music on service personnel; Music can enhance or detract from performance and mood

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