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About wine with music in the background

The marriage of wine and music goes back at least to ancient times. We know quite a lot about feasting with wine in the background. But what do we know about wine, background music and the psychology of consumer behaviour? Can the right music influence the type of wine we buy?

Tafelmusik is literally translated: “music for the table”. The term originally meant music to make feasting more enjoyable, especially in the 17th and 18th centuries. Contemporary Tafelmusik in restaurants, pubs or bars often takes the form of audiomarketing.

Just before Carnival we propose the theme of wine with music in the background. Let’s take a look at selected studies in the psychology of consumer behaviour and the relationship between background music and wine choice.

Wine with classical music in the background

Charles Areni and David Kim (1993) were the first to take an interest in the problem of the effect of different musical genres on customer behaviour. Over a two-month period, they played two types of music in a wine shop: classical music (selected pieces by Mozart, Chopin and Vivaldi) and top-list hits.

It turned out that shoppers spent more money when classical music was played in the shop. Furthermore, when hearing classical music, customers did not buy more wine, but more expensive wine. Why? They probably felt more in the mood and elegant (because that is how classical music is perceived), which in turn translated into buying more expensive wine.

French or German wine?

An equally interesting experiment was conducted by Adrian North, David Hargreaves and Jennifer McKendrick (1999). For a fortnight, in the wine sales department of a supermarket, they played alternately typically French, accordion music and typically German music – performed by a brass band, associated with Oktoberfest and Bierkeller.

It turned out that sales of French wines increased when French music was played in the background; conversely, when purchasers heard German music, they bought more German wines. Customers surveyed after leaving the shop did not realise the impact of the music on their purchase decisions.

Background music and wine choice

The experiment confirmed that (background) music can play an important role even for specific product choices. Interestingly, this takes place in an unconscious way for buyers. This was confirmed by a survey of participants in an experiment by North et al. (1999).

But can the type of music ultimately influence purchase decisions in every case?

For obvious reasons, music is likely to have less influence on consumer decisions when customers have a clear preference for one particular product or when the choice of product requires considerable thought. As North and Hargreaves note, a customer: “is unlikely to buy a Ferrari instead of a Porsche because he hears Vivaldi” (2006: 119). This is an automotive punchline, but probably also applies to the most expensive vintages of wine.

Author: Sylwia Makomaska

 

#psychologiamuzyki #musicpsychology #strefapsychologiimuzyki #musicpsychologyzone #muzykatła #audiomarketing #consumerbehaviour #marketingsensoryczny #sensorymarketing #wineandmusic #sylwiamakomaska

 

In the Music Psychology Zone, you will find out how (background) music affects customers at points of sale. In subsequent publications, we will explain what strategies are used in audiomarketing and why (background) music can also evoke negative emotions.

See also: Sensory marketing and Christmas or How does audiomarketing work?
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