by Jalees Rehman
It does not come as a surprise that background music in a café helps create the ambience and affects how much customers enjoy sipping their cappuccinos. But recent research suggests that the choice of lyrics can even impact the social behavior of customers. The researcher Nicolas Ruth and his colleagues from the University of Würzburg (Bavaria, Germany) assembled a playlist of 18 songs with pro-social lyrics which they had curated by surveying 74 participants in an online questionnaire as to which songs conveyed a pro-social message. Examples of pro-social songs most frequently nominated by the participants included “Imagine” by John Lennon or “Heal the World” by Michael Jackson. The researchers then created a parallel playlist of 18 neutral songs by the same artists in order to truly discern the impact of the pro-social lyrics.
Here is an excerpt of both playlists
Artist Pro-social playlist Neutral playlist
P!nk Dear Mr. President Raise Your Glass
John Lennon Imagine Stand By Me
Michael Jackson Heal the World Dirty Diana
Nicole Ein bisschen Frieden Alles nur für dich
Pink Floyd Another Brick in the Wall Wish You Were Here
Scorpions Wind of Change Still Loving You
Wiz Khalifa See You Again Black and Yellow
The researchers then arranged for either the neutral or the pro-social playlist to be played in the background in a Würzburg café during their peak business hours and to observe the behavior of customers. The primary goal of the experiment was to quantify the customers' willingness to pay a surcharge of 0.30 Euros for fair trade coffee instead of regular coffee. Fair trade coffee is more expensive because it is obtained through organizations which offer better trading conditions to coffee bean farmers, prohibit child labor and support sustainable farming practices. Information about fair trade coffee was presented on a blackboard in the center of the café so that all customers would walk past it and the server was trained by the researchers to offer the fair trade surcharge in a standardized manner. The server also waited for a minimum of six minutes before taking the orders of guests so that they would be able to hear at least two songs in the background. During the observation period, 123 customers heard the prosocial playlist whereas 133 heard the neutral playlist.
The effect of this brief exposure to prosocial songs was quite remarkable. The percentage of customers who opted for the more expensive fair trade coffee option doubled when they head prosocial songs! Only 18% of customers hearing the neutral playlist were willing to pay the extra 0.30 Euros – even though they had also seen the information board about the benefits of fair trade coffee – but 38% of the customers hearing prosocial songs opted for the fair trade option.
Interestingly, hearing prosocial songs did not affect the tipping behavior of the customers. Independent of what music was playing in the background, customers tipped the server roughly 12% of the bill. This is in contrast to a prior study conducted in a French restaurant in which hearing prosocial songs increased the tipping behavior. One factor explaining the difference could be the manner by which the songs were selected. The French study specifically created a playlist of prosocial songs with French lyrics whereas the Würzburg playlist contained mostly English-language songs, often with global themes such as world peace, brotherhood and abolishing boundaries. Supporting fair trade may be more consistent with the images evoked by these global-themed songs than increased tipping of a server in Germany. It is also important to note that servers or waiters in Germany are comparatively well-compensated by restaurants and cafés, therefore they do not really depend on their income from tips.
The Würzburg experiment raises some intriguing questions about how music – either consciously or subconsciously – affects our immediate decision-making. The researchers went to great lengths to minimize confounding factors by matching up songs from the same artists in both playlists. Their work is also one of the first examples of a field study in a real-world setting because prior studies linking music and pro-social behavior have been mostly conducted in laboratory settings where pro-social behavior is experimentally simulated. But one also needs to consider some caveats before generalizing the results of the study.
Würzburg is a university town where students represent a significant proportion of the population. The researchers estimated that more than 40% of the customers were in their 20s, consistent with a principal student clientele which may be more mindful of the importance of fair trade. The history of Würzburg is also noteworthy because more than 80% of the city was destroyed in a matter of minutes during the Second World War when the British Royal Air force firebombed this predominantly civilian city and killed an estimated 5,000 residents. Residents of the city may be therefore especially sensitive to songs and imagery that evoke the importance of peace and the perils of war.
Some of the next steps in exploring this fascinating link between background music and behavior is to replicate the findings in other cities and also with participants from varying age groups and cultural backgrounds. Another avenue of research could be to assess whether the content of the lyrics affects distinct forms of behavior. Are there some prosocial songs which would increase local prosocial behavior such as tipping or supporting local charities whereas others may increase global social awareness? How long do the effects of the music last? Are customers consciously aware of the lyrics they are hearing in the background or are they just reacting subconsciously? The number of questions raised by this study shows us how exciting the topic is and that we will likely see more field studies in the years to come that will enlighten us.
1. Ruth, N. (2016). “Heal the World”: A field experiment on the effects of music with prosocial lyrics on prosocial behavior. Psychology of Music, (in press).
2. Jacob, C., Guéguen, N., & Boulbry, G. (2010). Effects of songs with prosocial lyrics on tipping behavior in a restaurant. International Journal of Hospitality Management, 29(4), 761-763.