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A interesting Sudy by Jacob et al 2009 shows primary evidence backing up Oakes and Norths 2007 argument as to the marketing benefits that can be made by playing music that is popularly believed to be reflective of the service being given Jacob et al 2009 pp 75 neatly describes this similarity Background music is considered as congruent with a product if a rationale or symbolic information is connected with the product being soldJacob et al 2009 did experimental research on the affects of music choiceson customerbehaviour in a florist In this revealedstudy a lot of ranges of styles of music choiceswere tested in this service environment Top 40 chart music pop music was tested Songs that were thoughtby many peoplesto be of romance and love were also played And the affects of no music at all were observedIt is important to highlight that Jacob et als 2009 methodology sample size and results reporting were all believable and that this study provides a good insight in to the role of musicservice similarity and its marketing benefits in a service settingThere have been five or six other important studies that back Jacob et als 2009 findings and the thought of a need for similarity between music selection and service position One of interest is North Hargreaves and McKendrick 1999 research into the role of music in a supermarket wine section The results of this study very well highlight the persuasion influence music can have in the service environment on positioning North et al 1999 found that playing German music in the wine isle resulted in big increases in sales of wines from Germany Also when french music was played this had the effect of increasing sales of wines from France
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