Tune up or Tune down: does the sound frequency of music influence emotion and behavior in consumer environments?

Purpose The aims of this research are (i) to examine the influence of music frequency (high vs low) as an atmospheric element on consumer behavior during a shopping experience and (ii) to investigate the function of emotional arousal in this relationship. Design/methodology/approach This study conducted a controlled lab experiment where (nonstudent, salary-earning) participants were presented with shopping trials under different music conditions (high vs low sound frequency) while their behavioral responses (product liking and willingness to pay [WTP]) and electrodermal activities were recorded in real-time. Findings Analyses revealed that product liking and WTP were higher when participants were exposed to high (vs low) frequency music. This difference was found to be mediated by arousal and occurred without participants’ awareness. Research limitations/implications This research presents an explanatory study simulated with a relatively small sample under laboratory conditions; therefore, researchers are encouraged to test further to extend the insights presented. Practical implications Music affects emotional and behavioral responses in consumer environments. The design of the music determines whether these responses will be in alignment with varying situational needs and demands. This research suggests a novel perspective for consideration in this design. Originality/value To the best of the author’s knowledge, this is the first study to attempt to consider music frequency as a discerning atmospheric element. It also enriches the understanding of contextual effects in consumer environments by revealing the mediating role of arousal (on behavior) through sensitive and unconscious emotional data.