The effect of music tempo on consumer impatience in intertemporal decisions

Abstract

PurposeThis paper aims to examine the effect of music tempo on impatience in intertemporal tradeoff decisions. It finds that fast (vs slow) tempo music increases impatience. This occurs because fast (vs slow) tempo music makes temporal distance, and hence the waiting time until the receipt of delayed benefits, feel subjectively longer.Design/methodology/approachThe study tests the hypotheses through four laboratory experiments.FindingsIn Studies 1a (N = 88) and 1b (N = 98), the results demonstrate that when participants listen to fast (vs slow) tempo music, they judge temporal distance to be longer. In Study 2 (N = 94), the results demonstrate that when participants listen to fast (vs slow) tempo music, they become more impatient when considering a smartphone purchase. In Study 3 (N = 218), the results demonstrate that when participants listen to fast (vs slow) tempo music, they become more impatient when considering a gift certificate, and that this delay discounting effect is attributable to the change in their temporal distance judgment.Research limitations/implicationsThe current research reports a novel factor that influences impatience in intertemporal decisions and temporal distance judgment.Practical implicationsThis research provides useful guidelines for retail managers and marketers regarding the effect of background music in stores.Originality/valueThis is the first study demonstrating a music tempo effect on temporal distance judgment and impatience in intertemporal tradeoff decisions.