Hearing is believing

Sammanfattning: Today most studies regarding marketing are made on traditional marketing channels, answering questions like which jingle is best or which TV-channel a company should focus their marketing budget on. There is also the science regarding the best way of marketing on Social Networking sites or how to get as many 'likes' as possible, and so forth. However research has also been made in the field of in-store marketing and how a retailers or brand owners can affect customers in "the moment of truth". Until now most of these studies discuss how to get the attention of the customer in the store since both time as well as level of commitment in general is scarce when a customer is in a grocery store doing the necessary weekly- or complementary-shopping. It seems like most of them make the very same conclusion; catching the attention of a customer is vital to sell them your product. This has in the academic world led to a majority of studies exploring the visual aspects, and in "reality" to a competition between brands and retailers to get the customer's visual attention. However we do have more senses than just the visual one, a human is also able to hear. This study takes this in to consideration and explores the use of sound in a retail-setting. Using a quantitative approach with both a Latin-Square Design and Triangulation, the authors explores this area. The results are fairly clear: using the right sound in the right setting have strong positive effects including more positive brand attitudes as well as increases in sales.