Music they say has healing powers. True that. It can lift your spirit. It can relax you. It can set your heart pumping faster. But could music influence you to buy wine from a particular country?
In a study of exactly that question, four French and four German wines, matched for price and dryness, were placed on the shelves of a supermarket in England. French and German music were played on alternate days from a deck on the top shelf of the display. And indeed, on days when the French music played, 77 percent of the wine purchased was French, while on the days of German music, 73 percent of the wine purchased was German. (Source: Subliminal by Leonard Mlodinow)
As people strolled down the aisle they looked at different wines, pondering on each label concerning the grapes each wine is made from, the wine’s vintage, cost, etc. They consciously weighed all that information, and in addition they’d probably considered what they’ll be eating with the wine. But what worked on their sub-conscious mind was the music. And a little nudge like music turned out to be key in influencing their decision of the origin of wine.
When asked whether the music influenced their choice, only one shopper in seven said that it had, while the truth was just the opposite. And that’s because we don’t realize the extent of influence our environment has in our decision- making.
The next time you visit McDonalds, notice the pace of music. Greater the crowd, faster the music. Faster the music, quicker the food consumption. Quicker the food consumption, quicker the tables turn free. I’m not sure if they play slow music when the restaurant is relatively empty. Though that could make people eat slower and sit longer, creating the perception that the restaurant has a good number of visitors and is therefore doing well.
Illustration by Mayur Tekchandaney