In-store music and brand personality: Exploring fits and misfits between in-store music and brand personality

Abstract

Executive summary: This thesis explores the fits and misfits between in-store music and brand personalities. An experiment was conducted with the objective to investigate the effects of fits and misfits between in-store music and in-store design for different brand personalities, and how it affected desired time spent browsing in a store. The study has focused on three aspects of in-store music; - What is the best fit between a specific brand personality and different music genres - Which combination of brand personality and in-store music will increase subjects´ willingness to spend time browsing in the store - What is the determining factor that makes subjects want to browse in a store or not An experiment was created on research from music theory, brand personality theory, with a specific focus on Jennifer Aaker´s Brand Personality Dimensions, and neuroscience. The 50 subjects in this research consisted of a convenience sample; hence the demographic specifications were male/females between the ages of 19 – 30 currently studying at an undergraduate or graduate level in Norway or Denmark, categorized as “Students”. The study concluded three new insights: 1. What theoretically was supposed to be a fit with between a brand personality and a certain music genre, was not automatically the best fit. In fact, a pattern of a preferred music genre across several brand personalities became evident during the study. 2. The research found that a perceived fit between in-store music and brand personality does not automatically result in a desire to spend more time in browsing in a store. 3. The main factor that determined most of the subjects desire to spend time in a store environment or not, was “The Products”. The music in it self is not a strong enough factor to make someone stay in or enter a store, but rather a factor than can make subjects choose to stay longer or shorter once they are in the store. The study concluded three new insights: 1. What theoretically was supposed to be a fit with between a brand personality and a certain music genre, was not automatically the best fit. In fact, a pattern of a preferred music genre across several brand personalities became evident during the study. 2. The research found that a perceived fit between in-store music and brand personality does not automatically result in a desire to spend more time in browsing in a store. 3. The main factor that determined most of the subjects desire to spend time in a store environment or not, was “The Products”. The music in it self is not a strong enough factor to make someone stay in or enter a store, but rather a factor than can make subjects choose to stay longer or shorter once they are in the store.