Decision Making and Music

People tend to think they make decisions in a rational, objective fashion, but the research of Adrian North, a Psychology Professor in the U.K. shows that even background music can influence decision making.

  • Playing sterotypical French or German music in a wine store determined which wine outsold the other, more interestingly shoppers were unaware that the background music had influenced their purchase.
  • In another study students in a cafe showed a greater willingness to pay for more expensive food when classical music was playing.
  • People were also more willing to hand out leaflets for a charity after listening to uplifting music.


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