The 2,000 people participating in the study were asked to shop online while a range of sounds played in the background from roadworks to classical music.
Traffic noises put shoppers in a bad mood and made them less rational in their choices whereas the sound of birdsong or lawnmowers made people more likely to buy a BBQ.
Classical music was the worst musical genre to encourage thrifty shopping. It puts shoppers in a good mood but makes them overestimate a product’s quality as they associate the music with quality and sophistication.
Popular music on the other hand makes you sharper at finding a bargain.
Previous studies have shown that when stores play festive music at Xmas it “dumbs down” customers and makes them more relaxed and more amenable to manipulative sales ploys.
The previous post about music and wine choices also found a connection between classical music and more expensive items and pop music and bargain brands.
I’m wondering about jazz, country and rap music. Into what state of mind do those genres put potential buyers?