There has probably been a time when just about everyone walked into the supermarket just to buy cheese and bread and somehow left the store with a new food processor, a carton of drinks and noodles. A new study suggests carrying earplugs with you if you just want to focus on what you need during your next grocery shopping.
The researchers found that shoppers spend 10 percent more while playing music in-store. But the effect in grocery stores only takes place Monday through Thursday, University of Bath researchers say.
Researchers say this is because weekday shoppers tend to be mentally fatigued due to the work week, and music lifts their mood and makes them spend more.
Researchers began their studies to evaluate the effect of music on sales on different days of the week. The team analyzed a total of 150,000 shop visits by tracking purchases made from 7am to 11pm at a supermarket in Stockholm. Background music played on some of these visits, while on others the supermarket was quiet.
Results showed that Monday through Thursday shoppers spent 10 percent more while playing music.
The author of the study, Dr. “During the week, people have limited time and most do their grocery shopping after a full day at work,” said Carl-Philip Ahlbom. “Enjoyable music seems to have a mentally calming effect, influencing the way people shop.”
However, on Fridays, people are less mentally fatigued, and music lessens as a result, according to researchers.
“People are basically happier on weekends and therefore the positive power of music is less noticeable,” adds Dr Ahlbon.
Based on these findings, the researchers suggest that supermarkets should adapt their sound systems to increase their sales.
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