It is all in the mix: The interactive effect of music tempo and mode on in-store sales
Knoferle, Spangenberg, Herrmann and Landwehr, Marketing Letters 23(1), 2012, 325-337. Field experiment in three urban Swiss department stores over twelve trading days, 2 (mode: minor or major) by 2 (tempo: slow or fast) repeated-measures design; four playlists of 24 songs, about 90 minutes each; average tempos about 85 and about 160 beats per minute; gross sales recorded hourly. Slow tempo increased sales only in minor mode: minor-slow produced 12 per cent greater sales than minor-fast; tempo made little difference in major mode. The authors note their effect is smaller than the 38.2 per cent sales difference reported by Milliman (1982) and attribute part of the gap to controls for weather and data structure. Time spent in the store was not measured; the authors suggest it as a mechanism for future research.
Knoferle, Spangenberg, Herrmann and Landwehr, Marketing Letters 23(1), 2012, 325-337. Field experiment in three urban Swiss department stores over twelve trading days, 2 (mode: minor or major) by 2 (tempo: slow or fast) repeated-measures design; four playlists of 24 songs, about 90 minutes each; average tempos about 85 and about 160 beats per minute; gross sales recorded hourly. Slow tempo increased sales only in minor mode: minor-slow produced 12 per cent greater sales than minor-fast; tempo made little difference in major mode. The authors note their effect is smaller than the 38.2 per cent sales difference reported by Milliman (1982) and attribute part of the gap to controls for weather and data structure. Time spent in the store was not measured; the authors suggest it as a mechanism for future research.
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Knoferle, K. M., Spangenberg, E. R., Herrmann, A., & Landwehr, J. R. (2012). It is all in the mix: The interactive effect of music tempo and mode on in-store sales. Marketing Letters, 23(1), 325-337. doi:10.1007/s11002-011-9156-z https://doi.org/10.1007/s11002-011-9156-z