Customers at Greggs bakery shops might be reaching deeper into their pockets when classical music plays overhead, according to surprising new research that pits Mozart against pop legends.
The Musical Price Experiment
In an unusual study conducted by Israeli researchers, 134 Greggs shoppers participated in an experiment where they were exposed to different types of background music while considering breakfast purchases. Some heard Phil Collins's 1988 romantic ballad A Groovy Kind of Love, while others listened to Muzio Clementi's 1797 composition Sonatina in G Major.
Participants were informed about Greggs introducing a new breakfast roll and hot drink option, with the possibility of adding what researchers classified as 'hedonic' items - biscuits, pastries and fresh fruit intended for pleasure rather than necessity.
The Spending Gap Revealed
The results revealed a significant spending divide between the two musical groups. While both sets of customers were willing to pay £5 for the basic breakfast regardless of music genre, their spending intentions diverged dramatically when it came to the enhanced breakfast option.
Shoppers hearing Clementi's classical piano piece were prepared to pay £6.82 on average, compared to just £5.45 from those listening to the former Genesis frontman's pop hit - representing a 25% premium for the classical music experience.
Why Classical Music Opens Wallets
Researchers from Bar-Ilan University concluded that classical music, often perceived as more sophisticated and lofty than pop, creates an environment where customers feel more justified in spending extra on indulgent items.
The study published in Marketing Letters journal explained: 'It is possible that classical music has a greater propensity to widen the acceptable price range than pop music. This, in turn, could positively influence consumers' purchase intentions, leading them to spend more.'
The researchers specifically recommended that marketers of hedonic products - those bought for pleasure rather than necessity - could benefit significantly from choosing classical music that matches their product's essence.
This presents an interesting dilemma for retailers like Greggs, given that Phil Collins himself has sold approximately 150 million records worldwide and boasts a personal fortune estimated at £265 million, proving his commercial appeal elsewhere.
