Business/Marketing/

Management Sample
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Used with permission of the author.

An interesting empirical study by Jacob et al (2009) showsprovides primary evidence

backing upin further support of Oakes and Norths (2007) argument as to the
marketing benefits that can be madeachieved by playing music that is popularly
believed perceived to be reflectiverepresentative or symbolic of the service being
givenoffered. Jacob et al (2009; pp. 75) neatly describes this similaritycongruency,:
Background music is considered as congruent with a product if a rationale or
symbolic information is connected with the product being sold.
Jacob et al (2009) did experimentalconducted empirical research on the
affectseffects of music choicesselection on customerconsumer behaviour in a florist.
In this revealedrevealing study, a lot ofdiverse ranges of styles of music
choicesselection were tested in this service environment. The genres played and
observed included, Top 40 chart music (pop music), as well as s was tested. Songs
that were thoughtby many peoplespopularly perceived as having connotations ofto
be of romance and love were also played. Lastly, the And the affectseffects of
having no music playing at all were observed.

It is important to highlight that Jacob et als (2009) methodology, sample size and
results reporting were all believable convincing and that this primary study provides a
good revealing insight in to the role of music/service similarity congruency and its
marketing benefits in a service setting.
There have been five or sixseveral other important studies that back support Jacob
et als (2009) findings and the thought notion of a need for similarity congruency

between music selection and service positioning. One of particular interest is North,
Hargreaves, and McKendricks (1999) research into the role of music in a
supermarket wine section. The results of this study very well explicitly highlight the
persuasiveon influence music can have in the service environment on positioning.
North et al (1999) found that playing German music in the wine aisle resulted in big
increases insignificantly increased sales of wines from Germany. Also, when
frenchFrench music was played, this had the effect of increasing sales of wines from
France.