Background Music in Retail: When taking it slow may benefit you
(A2025-126256)

AUTHORS

Fabienne Krywuczky, PhD Candidate, Vrije Universiteit Amsterdam; Peeter Verlegh, Vrije Universiteit Amsterdam; Baris Kocaman, Vrije Universiteit Amsterdam

ABSTRACT

Music is a critical atmospheric element retailers can leverage to shape consumer behavior. Music tempo in particular has been shown to impact consumer behavior, with initial studies suggesting slower music to be especially effective in boosting turnover across consumers. We propose that slower-tempo music (vs. faster-tempo) increases sales, particularly for loyal customers, who typically visit stores more often and are thus more exposed to the music played. We conducted the largest field experiment on music tempo to date, involving 140 stores in a large retail chain, we found no significant impact of tempo on overall turnover. However, slow-tempo music significantly increased sales among members of the retailer's loyalty program. These findings offer nuanced insights into the interplay between music and consumer loyalty, and call for a better understanding of how different consumer groups are impacted by in-store music.