At this time we see that there is little studied in music and perception and the number of studies about the influence between music and perception is so small. So in this paper there is a lot of studies that tries to find the connection between music and perception and some studies are interested on music and perception, Bruner suggests that the effect of the background music is likely to produce stronger effects on perceptions.
That’s mean that music is playing in the background of offices and stores to produce certain desired attitudes and behaviors among employees and customers. For example, background music is improving the store image and the background make employees and customers more happier, and also make the customer purchase more(Bruner, 1990). Some researchers seeking to try to find the relationship between music and perception, and one of them is Burleson (1979) and he surveyed the managers of 52 stores of various types. These managers expressed the belief that their customers bought more as a result of the background music and that the music had a positive effect upon the customers mood. And related to this this study, the researchers also asked 560 customers of these stores establishments if they preferred stores that played music, 392 replied that they preferred. Additionally, 353 said that they purchased more or they think that they will probably purchase more in stores with background music playing while they shopped (Burleson, 1979).
More studies that talked about the consumer behavior, The first of these studies used music loudness and music was varied from loud to soft in eight counterbalanced experimental sessions in two large supermarkets. and the final findings showed that significantly less time was spent in the stores and the rate of spending was greater during the loud music (Smith & Curnow, 1966), and the second study is made by Yalch and Spangenberg (1990) and they tries to find the connection by comparing the effects of easy listening versus top forty music on shoppers estimates of the amount of time they spent shopping. The researchers found that the youngest customers (the age under 25) say that they spending more time shopping when they listened to easy listening music and the oldest customers (the age 25 and over) thought they were in the store longer when they listened to top forty music.
So from this findings we can see that music also affect our behavior of shopping and also that the music is influenced by the sharp generation because on this study we saw that each group of age preferred another kind of music. All the studies that I talked about examined the beliefs and the behavior that got affected by music and there is another study that strengthens all the studies and the study talks about music and shopping and they did the study in new York in a supermarket and they found that people preferred music playing in the background while they shopped, and that this was a sign that the stores management cared about their customers because they have music on the background and it is incourage the shoppers to buy more. Furthermore, the shoppers expressed the belief that they would spend more time in a store with background music than in one without it (Linsen, 1975). In addition, another new study that talked about music and perception of wine and one of them is a study made by Areni and Kim (1993), they wanted to examine how music affects our perception through wine, Although this study was conducted on a largely exploratory basis, the researchers assume that playing classical music in the background will increase the amount of merchandise (Areni & Kim, 1993). the study was made in a downtown restaurant. The restaurant featured a wine cellar, sample some wines, or purchase some bottles of wine, And they found that Background music did influence the amount of wine shoppers spent with classical music and they bought more wine when they listened to music on the background.
So we see from this study that classical music led the customers to buy more expensive items like wine (Areni & Kim, 1993). The whole studies that I reflected here raises many questions on our mind because we don’t have a lot of studies that can proof more the connection between music and perception, from all this studies we saw that there is a good connection between music and perception of behavior and it appears that the effect of music on behavior is high. and in addition this studies raises the issue of what influence what?, does such an effect really exist? Is it important for us to find this connection between music and perception?, For example there could even be an interaction effect between the employees behavior and the customers behavior, So it is a must to investigate more and more this topic and try to find if there is a rea direct connection between music and perception like behavior and belief.