Scientific Correspondence

Nature 390, 132 (13 November 1997) | doi:10.1038/36484

In-store music affects product choice

Adrian C. North1, David J. Hargreaves1 & Jennifer McKendrick1

Royalty payments for non-broadcast commercial uses of music in 1995 amounted to £53.8 million in the UK alone1. Research on music and consumer behaviour2, 3 has, however, almost completely ignored the potential effect of in-store music on purchasing and particularly on product choice. By investigating the purchasing of German and French wines we have found that musical 'fit' has a profound influence on product choice.

  1. Music Research Group, Department of Psychology, University of Leicester, University Road, Leicester LE1 7RH, UK