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It is all in the Mix: The interactive Effect of Music Tempo and Mode on in-store Sales

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abstract Though practitioners have relied on tempo as a criterion to design in-store music, scant attention has been devoted to the mode of musical selections, and no consideration has been given to the potential for the interactive effects of low-level structural elements of music on actual retail sales. The current research reports a field experiment wherein the positive main effect of slow tempo on actual sales reported by Milliman (J Marketing 46 (3):86–91, 1982, J Cons Res 13 (2):286–289, 1986) is qualified by musical mode. A significant interaction between tempo and mode was evidenced, such that music in a major mode did not vary in effectiveness by tempo while music in a minor mode was significantly more effective when accompanied by a slow tempo. That is, the Milliman effect was eliminated for music in a major mode. Implications of our findings and directions for further research are discussed.
   
type journal paper
   
keywords
   
language English
kind of paper journal article
date of appearance 3-2012
journal Marketing Letters
publisher Springer (US)
ISSN 0923-0645
ISSN (online) 1573-059X
DOI 10.1007/s11002-011-9156-z
volume of journal 23
number of issue 1
page(s) 325-337
review double-blind review
   
citation Herrmann, A., Knöferle, K., & 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.