Scandinavian Working Papers in Economics

HUI Working Papers,
HUI Research

No 121: Effects of Brand-Fit Music on Consumer Behavior: A Field Experiment

Sven-Olov Daunfeldt , Niklas Rudholm and Hampus Sporre ()
Additional contact information
Sven-Olov Daunfeldt: HUI Research, Postal: SE-103 29 Stockholm, Sweden and Department of Economics, Dalarna, University, SE-781 88 Borlänge, Sweden
Niklas Rudholm: HUI Research, Postal: SE-103 29 Stockholm, Sweden and Department of Economics, Dalarna, University, SE-781 88 Borlänge, Sweden
Hampus Sporre: HUI Research, Postal: SE-103 29 Stockholm, Sweden and Department of Economics, Lund University, SE-220 07 Lund, Sweden

Abstract: Businesses might use music to align consumers with brand values, thereby influencing consumers' choices and perceptions. However, previous studies have focused on the effects of various characteristics of the music choice (e.g., tempo and style) and not on the effect of the congruence between music and brand values. Our cooperation with Soundtrack Your Brand, the exclusive provider of Spotify Business, makes it possible for us to test the effect of congruence between music and brand values on consumers in a field experiment using 16 chain restaurants within the Stockholm metropolitan area. Our results show that a playlist that only includes brand-fit songs increases revenues by 9.1 percent in comparison to selecting music that does not fit the brand. We also find that brand-fit music has a positive impact on consumers' emotions and that music seems to have an unconscious effect on consumers.

Keywords: Consumer choice; store atmospherics; food consumption; brand values; emotions; self-control.

JEL-codes: D03; D12; L83; M31

33 pages, March 29, 2017

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