International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

The Sound of Choice
Martin Amsteus, Fredrik Andersson, Dan Henriksson, Emma Johnson

The purpose of this study is to testthe effect of suggestive music on consumer choice in cafés.It is proposed that suggestive music influences consumer choice in cafés. The hypotheses were tested through Chi-square on a total of 283 measures. The results show that suggestive music has an effect on consumer choice in cafés. Managers who want to influence consumer choice in cafés through suggestive music may be able to do so.The results provide empirical support for the idea that suggestive music and the associations it carries represent information that consumers use for assessing choices and making selections.

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