Adrian North, from the University of Leicester (UK), has concluded that music influences us when we go shopping. In a study published in the scientific journal Nature , North revealed that fast-paced pieces of music lead customers to walk faster , while slow pieces encourage consumers to walk slowly and pause more to look at products.
In another experiment, North showed that the origin of the music played in a store can also condition the customer . For example, North and his colleagues found that if French music was played as background music in a wine store, 77% of the wine sold during the day was French. When listening to German music, however, 73% of the wine sold during the day was of German origin.
