Noises On for Creativity

Background music in your store affects your shoppers’ behavior. How about background noise which is not music? Researchers at University of Illinois-Urbana/Champaign, University of British Columbia, and University of Virginia recommend you test out the results of moderate levels of ambient noise when you want to increase the attractiveness of novel products.
     In their studies, the researchers used noise with the content and volume your shoppers might find in a mall or café that has lots of activity. Study participants exposed to the moderate noise rather than virtual silence tended to favor innovative products over mundane alternatives. For instance, the participants were much more likely to choose a pair of running shoes which had unfamiliar features rather than a traditionally designed pair.
     Related to this, consumers exposed to the moderate levels of noise in a laboratory setting were more likely to think of creative uses for mundane products like a mattress. This finding suggests that your shoppers will become open to a wider range of product alternatives and think of more benefits for each product if you guide them toward parts of your store that have moderate levels of noise.
     The researchers’ explanation for these results is that moderate levels of noise distract the consumer from a natural tendency to ponder about why the traditional is better than the new and untested. This distraction frees the consumer’s brain to think more abstractly, develop reasons to be creative, and then take a chance with ideas and purchases.
     Other research suggests an additional explanation for the beneficial effects on sales from background noise: Excitement. People who are more stimulated are more interested in buying. But the noise can’t be too loud. The Illinois/British Columbia/Virginia researchers found that the effectiveness of noise faded away when the noise was extreme. Then it becomes aversive such that shoppers want to escape the store fast. Best are the levels of din emitted by people wearing party hats, but not sounds more like the sudden blasts of party poppers and whistles.
     In designing the sound environment for your store, you could alternate between segments of recorded music and segments of shopping sounds. In the research studies, recorded noises, not gaggles of shoppers, were pumped into the lab, so the recordings might work fine.
     Also keep in mind the impacts of culture and age. Certain cultures and certain age groups prefer higher noise levels more than others.

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