The effects of music on atmosphere in a bank and a bar

This paper reports 2 studies of the effects of music on customers' percepti ons of the atmosphere in a city center bank and a city center bar, respecti vely. In the first study, classical music, easy-listening music, and no mus ic were played over the course of 3 weeks, and customers were asked to rate the banking hall in which it was played and the music in terms of twenty 1 0-point adjectival scales. Customers' responses indicated a positive correl ation between ratings of the banking hall and the music on each of the scal es. There were also statistically significant differences between the condi tions on factor scores derived from a factor analysis of responses to the b anking hall. The second study employed a similar methodology over 9 days in a bar, comparing classical, pop, and no music. Customers rated the atmosph ere of the bar and the music played there in terms of 11 adjectival scales. Once again there was a positive correlation between ratings of the listeni ng environment and ratings of the music. Type of music and volume level gav e rise to main effects on ratings of the bar in terms of these adjectives. Factor analysis of the ratings gave rise to 3 factors, which were similar t o those obtained in the first study, and also to those in an earlier study situated in a university cafeteria. Finally, there were significant Type of Music x Time of Day, and Volume x Time of Day interactions on customers' e stimates of the maximum sum they would be prepared to pay for products on s ale in the bar. These results demonstrate that music can have reliable effe cts on atmosphere and purchase intentions in commercial environments.