• The Influence of Types of Music on Consumers’ Price Perceptions and Judgment

Abstract

With focus on the influence of sensory experience on personal behaviors, this study explored the impact of background music on the consumers’ price perceptions and judgment in retail products. This study used experimental method. All participants in two studies were randomly assigned to the classical music and electronic music groups. In study 1, participants were asked to estimate the value of six products. It was found that the electronic music group estimated lower prices for some certain products than the classical music group. In study 2, participants were asked to imagine shopping for a new car and subsequently place two offers on the car. It was found that the price range between the first and second offers was smaller in the electronic music group than the classical music group. Based on the above results, discussions and suggestions were provided.

Keywords: Types of Music, Price Perceptions, Range of Offer Prices