Effects of music in service environments
ISEG MBA 2008 – Marketing Empresarial e de Serviços
29 de Maio de 2008
Ana Paula Telo
Alain Miranda
Augusto Reis
João Lopes
Nuno Vilariça
ISEG MBA 2008 – Marketing Empresarial e de Serviços: Effects of music in service environments
Agenda
1
Objectivo do artigo
2
Hipóteses
3
Metodologia
4
Resultados
5
Impactos para a gestão
2
ISEG MBA 2008 – Marketing Empresarial e de Serviços: Effects of music in service environments
Agenda
1
Objectivo do artigo
2
Hipóteses
3
Metodologia
4
Resultados
5
Impactos para a gestão
3
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
Main goal
Conclusion (overview)
 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.
 Musical preference influenced
both the amount of time and
money shoppers spent in the
store, although musical tempo
and volume had no observable
effects.
– distribution
4
ISEG MBA 2008 – Marketing Empresarial e de Serviços: Effects of music in service environments
Agenda
1
Objectivo do artigo
2
Hipóteses
3
Metodologia
4
Resultados
5
Impactos para a gestão
5
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
Volume
The amount of money shoppers spend in a service environment will be unaffected by loud
music
The tempo of background music will affect the total shopping time of shoppers
Tempo
The tempo of background music will affect the amount of money spent by shoppers
Preference for the background music will affect the amount of time shoppers spend in the
service environment
Musical preference
Preference for the background music will affect the amount of money shoppers spend in the
service environment
6
ISEG MBA 2008 – Marketing Empresarial e de Serviços: Effects of music in service environments
Agenda
1
Objectivo do artigo
2
Hipóteses
3
Metodologia
4
Resultados
5
Impactos para a gestão
7
ISEG MBA 2008 – Marketing Empresarial e de Serviços: Effects of music in service environments
Metodologia
1
Scope
definition
 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.
2
3
Inquiry
 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.
Field
experiment
 Participant was
subjected to one of
seven different
musical factor
level
combinations:
slow-tempo/lowvolume; slowtempo/loud-volume;
fast-tempo/lowvolume; fasttempo/
loud-volume;
business
background
music/low-volume;
business
background
music/loud-volume;
or a no-music
control level.
4
5
Data analysis
 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
Final inquiry
 Participants were
instructed to
complete the
second
questionnaire
containing several
items designed to
measure musical
preference:
– Tempo;
– Volume;
– Measurement of
musical
preference
8
ISEG MBA 2008 – Marketing Empresarial e de Serviços: Effects of music in service environments
Agenda
1
Objectivo do artigo
2
Hipóteses
3
Metodologia
4
Resultados
5
Impactos para a gestão
9
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-ofpurchase to be shoppers' preference for the
background music rather than tempo or volume
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
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 was positively related to shoppers'
level of preference for the background music
10
ISEG MBA 2008 – Marketing Empresarial e de Serviços: Effects of music in service environments
Agenda
1
Objectivo do artigo
2
Hipóteses
3
Metodologia
4
Resultados
5
Impactos para a gestão
11
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
Image and position
 Music may be used to help create a distinctive image
and position in the market
Music selection
 The key to selecting the most appropriate
business music service is variety
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
12
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