Prof. Dr. Adrian North

Prof. Dr. Adrian North

School of Life Sciences, Heriot Watt University

Adrian North obtained his PhD in music psychology in 1996 from the University of Leicester and subsequently joined the faculty there. He was appointed Professor of Psychology at Heriot Watt University in Edinburgh in 2007. His research concerns musical taste, the impact of music on juvenile delinquency, and the role of music in consumer behaviour. His book, The Social and Applied Psychology of Music (with David Hargreaves) was published by Oxford University Press in 2008.

Heriot Watt Applied Psychology

The impact of music on consumer behavior

The talk summarises the evidence from research psychologists concerning the impact of music at the point of sale. Specifically, the talk describes evidence showing that loud, fast music can speed up customers; that liked music causes customers to evaluate the premises more favourably on a variety of dimensions; that knowledge activated by music can prime selection of certain products and spending patterns; and that music can influence time perception. Music is an under-valued point-of-sale influence.

Interview with Prof. Dr. Adrian North: