Musik kann nicht nur dazu benutzt werden, unser Konsumverhalten zu beeinflussen. Zum Glück hat Musik noch eine weitere – weitaus wertvollere – Wirkung:

Musik kann Menschen zusammenführen. Sei es, indem sie Menschen hilfsbereiter macht (z.B. Fried & Berkowitz, 1979) oder empfänglicher für romantische Annäherungsversuche (Jacob,  Guéguen & Boulbry, 2010).

Aber welche Musik ist besonders effektiv? Reicht es schon aus, eine bestimmte Stimmung auszulösen oder spielt auch der Songtext (die “Message”) eine Rolle?

Keywords: Psychologie – Musik – Beeinflussung – Hilfsbereitschaft – Flirten – Sozialpsychologie – romantische Musik – Trinkgeld – Kellnerin – prosoziale Musik

Besprochene Studien:

Fried, R., & Berkowitz, L.  (1979).  Music hath charms…and can influence helpfulness.  Journal of Applied Social Psychology, 9, 199-208.

– Versuchspersonen: 80 Studenten (40 Frauen, 40 Männer)
– Coverstory: “Es geht um den Effekt von Musik auf die Stimmung.”
– Die Probanden wurden auf 4 Versuchsbedingungen verteilt:
a) wohltuend/beruhigende Musik
b) stimulierende Musik
c) aversive Musik
d) keine Musik
– Nach dem Experiment wurden Sie von der Versuchsleiterin um Unterstützung gebeten. Ihr Professor mute ihr viel zu viel Arbeit zu und sie müsse noch Versuchspersonen für ein weiteres Experiment rekrutieren. Jegliche Unterstützung zwischen 15 min. und 2 Stunden wäre sehr hilfreich…

Ergebnisse:

– Jene Probanden, die wohltuende/beruhigende Musik gehört hatten, zeigten die größte Hilfsbereitschaft.

North, A.C., Tarrant, M., Hargreaves, D.J., 2004. The effects of music on helping behaviour: a field study. Environment and Behavior 36, 266–275.

– Versuchspersonen: 646 Besucher zweier Fitnessstudios
– Während ihres Aufenthalts lief im Hintergrund Musik:
a) “uplifting” (Britische Top-20 -> Gute Laune)
b) “annoying” (Avantgarde Computer Musik -> Schlechte Laune)

Vor Verlassen des Studios wurde ihnen ein Flyer des Britischen Verbands behinderter Sportler gegeben, in dem um Mithilfe bei der Verteilung von Flugblättern gebeten wurde. Wer helfen möchte, solle sich bitte für einen Termin eintragen und angeben wieviele Flugblätter er verteilen möchte (50, 100, 150, 200, 250).

Ergebnisse:
– Bei Guter-Laune-Musik gab es eine deutlich höhere Bereitschaft zu helfen.

Kritik:
– vielleicht war auch der Versuchsleiter bei unangenehmer Musik genervt.
– Pygmalion Effekt?

Jacob,  C.,  Guéguen,  N.,  &  Boulbry,  G.  (2010).  Effects  of  songs  with  prosocial  lyrics  on  tipping  behaviour  in  a  restaurant.  International  Journal  of  Hospitality  Management,  29,  761-763. 

– Versuchspersonen: 786 Gäste eines Restaurants (Frankreich)
– Über einen Zeitraum von 6 Wochen wurde in dem Restaurant unterschiedliche Musik gespielt:
a) prosoziale Songs
b) neutrale Songs
c) die üblichen Songs (baseline)
– Forschungsfrage: Hatte die Musik einen Effekt auf das vergebene Trinkgeld?

Ergebnisse:
– Bei Hintergrundmusik mit prosozialen Songtexten, gaben die Gäste mehr Trinkgeld.

 Gueguen., N., Jacob, C., & Lamy, L. (2010). ‘‘Love is in the air’’: Effects of songs with romantic lyrics on compliance to a courtship request. Psychology of Music, 38, 303–307.

– Versuchspersonen: 87 Studentinnen (Durchschnittsalter: 18,7 Jahre; Beziehungsstatus: Single)
– Während der Wartezeit vor dem Experiment hörten die Studentinnen eins von zwei unterschiedlichen Musikstücken
a) Romantischer Song (“Je l’aime à mourir”)
b) Neutraler Song (“L’heure du thé”)
Während einer vermeintlichen Pause des Experiments wurde die Probandin von einem männlichen Versuchsteilnehmer (Verbündeter des Versuchsleiters) um ihre Telefonnummer gebeten.
– Wichtig: “The confederate was unaware of the aim of the study”

Ergebnisse:
– Nach romantischer Musik, waren die Probandinnen im Durchschnitt bereitwilliger ihre Telefonnummer weiterzugeben.

Literatur: 

Adenskaya, L. (2011). Can Perfume Increase The Response Rate  To A Face-To-Face Survey? International Business & Economics Research Journal.

Anderson, C. A., Carnagey, N. L., & Eubanks J. (2003). Exposure to violent media: The effects of songs with violent lyrics on aggressive thoughts and feelings. Journal of Personality and Social Psychology, 84, 960-971.

Areni,  C.S.,  &  Kim,  D.(1993)  The  influence  of  background  music  on  shopping  bahavior:   Classical versus top-forty music in a wine store.  Advances in cosumer research, 20,   336-340

Di Muro, F., Murray, K. B., 2012. An Arousal Regulation Explanation of Mood Effects on Consumer Choice. Journal of Consumer Research, 39 (October), 574-84.

Fried, R., & Berkowitz, L.  (1979).  Music hath charms…and can influence helpfulness.  Journal of Applied Social Psychology, 9, 199-208.

Guéguen N, Le Guellec H, Jacob C. (2004). Sound level of background music and alcohol consumption: an empirical evaluation. Percept Mot Skills. 2004 Aug;99(1):34-8.

Gueguen., N., Jacob, C., & Lamy, L. (2010). ‘‘Love is in the air’’: Effects of songs with romantic lyrics on compliance to a courtship request.Psychology of Music, 38, 303–307.

Gorn,G.J. (1982).The  effects  of  music  in  advertising on  choice  behavior:  A  classical   conditioning approach. Journal of Marketing, 46, 94-101.

Greitemeyer,  T.  (2009).  Effects  of  songs  with  prosocial  lyrics  on  prosocial  thoughts,  affect,  and  behaviour.  Journal  of  Experimental  Social  Psychology,  45,  186-190.  doi:10.1016/j.jesp.2008.08.003

Greitemeyer,  T.  (2009b).  Effects  of  songs  with  prosocial  lyrics on prosocial behaviour: Further evidence and a  mediating mechanism. Personality and Social Psychology  Bulletin,  35(11),  1500-1511.  doi:10.1177/0146167209341648

Greitemeyer, T. (2011). Exposure to music with prosocial lyrics reduces aggression: First evidence and test of the underlying mechanism. Journal of Experimental Social Psychology, 47, 28-36.

Greitemeyer, T., & Schwab, A. (in press). Employing music exposure to reduce prejudice and discrimination. Aggressive Behavior.

Jacob, C. (2006) Styles of background music and consumption in a bar: An empirical evaluation. International Journal of Hospitality Management 25:4, 716-720

Jacob,  C.,  Guégen,  N.,  &  Boulbry,  G.  (2010).  Effects  of  songs  with  prosocial  lyrics  on  tipping  behaviour  in  a  restaurant.  International  Journal  of  Hospitality  Management,  29,  761-763. doi:10.1016/j.ijhm.2010.02.004

Jacob, C., Guéguen, N., Boulbry, G., Selmi, S., 2009. Love is in the air: congruency between background music and goods in a flower shop. International Review of Retail, Distribution and Consumer Research 19, 75–79.

Le Guellec, H., Guéguen, N., Jacob, C., Pascual, A., 2007. Cartoon music in a candy store: a field experiment. Psychological Reports 100, 1255–1258.

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North A.  &  D.J. Hargreaves  (1998).  The  effect  of  music  in  Atmosphere  and  purchase   Intention in a Cafeteria. Journal of Applied social Psychology, 28.

North  A.  (1997).  Liking,  Arousal  Potential  and  the  emotions  expressed  by  Music.  Scandinavian Journal of Psychology 38

North, A.C., Hargreaves, D.J., and McKendrick, J. (1999). The effect of music on in-store wine selections. Journal of Applied Psychology, 84, 271-276.

North A. (2006). Effect of Time and Timbre of background music. Journal of Applied  social  Psychology, 20

North  A.  (2004).  The  Effect  of  music  and  Voice  Fit  on  responses  to  advertisement.  Journal of Applied social Psychology, 34.

North,  A.C.,  Shilcock,  A.,  and  Hargreaves,  D.J.  (2003).  The  effect  of  musical  style  on  restaurant  customers’  spending. Environment and Behavior, 35(5), 712-718.

North, A.C., Tarrant, M., Hargreaves, D.J., 2004. The effects of music on helping behaviour: a field study. Environment and Behavior 36, 266–275.

Roballey, T.C.  (1985).  The effect of music on eating behavior. Bulletin of The Psychonomic Society, 23, 221-222.

Wilson, S. (2003). The effect of music on perceivedatmosphere and purchase intentions in a restaurant. Psychology  of Music, 31, 93-109.

Bei vielen Entscheidungen verlassen wir uns einfach auf unser Bauchgefühl. Manchmal sehen wir eine Person an und entscheiden innerhalb von Millisekunden, ob wir sie leiden können oder nicht.

Welche Rolle spielt dieser erste Eindruck für den Ausgang von politischen Wahlen?

In cleveren Experimenten konnten Forscher zeigen, dass sich auch Kinder auf den ersten Eindruck verlassen und man ihre Urteile zur Vorhersage von Wahlergebnissen nutzen könnte…

Keywords: Politik – Psychologie – Gehirn – Erster Eindruck – Ausstrahlung – Charisma – Kompetenz – Sozialpsychologie – Politische Wahlen – Halo-Effekt

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Während wir auf der Bank in der Regel nur ein oder zwei Konten haben, gehen die Nobelpreisträger Tversky und Kahnemann davon aus, dass wir in unserem Kopf Konten für die unterschiedlichsten Lebensbereiche führen (Urlaub, Bildung, Unterhaltung etc.).

Zum einen ermöglichen uns diese mentalen Kontos langfristige Guthaben aufzubauen (z.B. Urlaubskonto). Zum anderen kann unsere mentale Kontoführung leider auch von Marketingstrategen und Verkäufern gezielt ausgenutzt werden…

Keywords: Mentale Kontoführung – Tversky – Kahnemann – Denken – Psychologie – Gehirn – Werbepsychologie – Marketing – Verkauf – Selbstregulation – Beeinflussung

Besprochene Studien:

Tversky, Amos; Kahneman, Daniel (1981). “The Framing of Decisions and the Psychology of Choice”. Science 211 (4481): 453–458. doi:10.1126/science.7455683. PMID 7455683

– 383 Versuchspersonen

– 2 Gruppen:
a) Verlust von 10$
b) Verlust eines Theatertickets im Wert von 10$

Würden Sie erneut ein 10$-Ticket kaufen?

Cheema, Amar and Dilip Soman. (2006). Malleable Mental Accounting: The Effect of Flexibility on the Justification of Attractive Spending and Consumption Decisions. Journal of Consumer Psychology; Issue: 16 (1); 2006; Pages: 33-44.

– Experiment 1:
> 120 Studenten
> 3 Gruppen:
– Lieferservice (Mentales Konto: Essen) -> 25$
– Musik-Konzert (Mentales Konto: Entertainment) -> 25$
– Restaurant mit Live-Musik (Mentales Konto: Essen/Entertainment) -> 25$

Literatur: 

Cheema, Amar and Dilip Soman. (2006). Malleable Mental Accounting: The Effect of Flexibility on the Justification of Attractive Spending and Consumption Decisions. Journal of Consumer Psychology; Issue: 16 (1); 2006; Pages: 33-44

Heath, C., & Soll, J. B. (1996). Mental budgeting and consumer decisions.Journal of Consumer Research, 23,40–52.

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Thaler, R. H., & Shefrin, H. M. (1981). An economic theory of self-control.Journal of Political Economy, 89,392–406.

Tversky, Amos; Kahneman, Daniel (1981). “The Framing of Decisions and the Psychology of Choice”. Science 211 (4481): 453–458. doi:10.1126/science.7455683. PMID 7455683