Klemens Michael Knöferle
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Knöferle
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Klemens Michael
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  • Publication
    It is all in the Mix: The interactive Effect of Music Tempo and Mode on in-store Sales
    (Springer, 2012-03)
    Herrmann, Andreas
    ;
    Knöferle, Klemens
    ;
    Landwehr, Jan R.
    Though practitioners have relied on tempo as a criterion to design in-store music, scant attention has been devoted to the mode of musical selections, and no consideration has been given to the potential for the interactive effects of low-level structural elements of music on actual retail sales. The current research reports a field experiment wherein the positive main effect of slow tempo on actual sales reported by Milliman (J Marketing 46 (3):86-91, 1982, J Cons Res 13 (2):286-289, 1986) is qualified by musical mode. A significant interaction between tempo and mode was evidenced, such that music in a major mode did not vary in effectiveness by tempo while music in a minor mode was significantly more effective when accompanied by a slow tempo. That is, the Milliman effect was eliminated for music in a major mode. Implications of our findings and directions for further research are discussed.
    Type: journal article
    Journal: Marketing Letters
    Volume: 23
    Issue: 1
    DOI: 10.1007/s11002-011-9156-z
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/91914
    Scopus© Citations 67