Why does Starbuck’s play their music so loudly? It doesn’t matter which store I’m in, doesn’t matter what time of day it is, the music is always too loud.
Is it to keep business people from turning it into their office?
Is it to make people sound more interesting (the same way poor bar lighting makes people better looking)?
Does loud music make people buy the CDs they stock at the register?
Is it to take focus off the too-strong coffee?
Do they hate my eardrums?
Are they worried customers might revolt if they can’t hear Bob Dylan covers over the sound of the espresso maker?
Seriously, why? And would you mind turning down a little?
Jason Seiden is CEO of Ajax Workforce Marketing. Ajax amplifies brands by aligning employees' online messaging.
I'm Jason. I run a brand agency with a specialization in workforce marketing.
{ 5 comments… read them below or add one }
I find it unfortunate that this issue is a common trend in restaurants and stores. A friend who is in marketing told me the type and volume of music is deliberate. It draws people into an environment and makes them move faster through it. Because of the over-stimulation of the senses, the customer reacts more emotionally as a consumer and with less rational thought. Hence, they order more or buy more than what they intended.
I notice when I’m in these types of environments, I have difficulty concentrating. I also make note of these stores and restaurants, and never return to these establishments. The only way to make it stop is to stop giving them money.
@Paul—The question is, when does stuff like this cross the line from savvy marketing to invasive manipulation?
I’m not sure from a general standpoint. There is no objective line between savvy and invasive, only a subjective one. Where one person draws the line in the sand is different for each person.
I am at odds with it. On one hand, I admire the ability to construct an environment that creates higher sales. On the other, I loathe using neuroscience to make us stupid consumers.
The best way to combat this is to have awareness of how we are treated as consumers. Awareness gives us power to be less emotional and more conscientious about our consumer decisions. Then we’re better equipped to choose what is savvy and what is manipulative.
The book, “Influence” by Robert Cialdini, is a great resource for anyone who wants to learn more about regaining this power.
This is one of my pet-peeves, especially when often, the music is bad. I used to sometimes frequent a Starbucks in Cobble Hill,Brooklyn that had renovated its basement to appeal to its freelance clientele who would drop by for coffee and a snack while checking emails. It had these gorgeous communal work benches instead of small tables. The problem is that they would pipe in music into this closed basement super loud so you couldn’t hear yourself think. It was just such poor design!
@Paul—Awareness does indeed “solve” a lot of these issues… tho generally not at the individual level. It’s not until most of us are aware that the impact is blunted. When it’s just a few people who understand what’s going on, those people speak up and the rest of the people in the cafe look at them and say, “Seriously, just get headphones. I don’t need to hear the music and you complaining.”
@Tracy—That mix of strategies is called “trying to be all things to all people.” And we know how that story ends…