Scientific Correspondence | Published:

In-store music affects product choice

Nature volume 390, page 132 (13 November 1997) | Download Citation



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.

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    The Value of Music(Natl Music Council, London, 1996).

  2. 2.

    North, A. C. & Hargreaves, D. J. in The Social Psychology of Music(eds Hargreaves, D. J. & North, A. C.) 268-289 (Oxford Univ. Press, 1997).

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    & Adv. Consumer Res. 20, 336–340 (1993).

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    Kemp, A. E. in The Social Psychology of Music(eds Hargreaves, D. J. & North, A. C.) 25-45 (Oxford Univ. Press, 1997).

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

    • Adrian C. North
    • , David J. Hargreaves
    •  & Jennifer McKendrick


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