How does music affect spending at Greggs?

Classical music listeners were willing to pay more for items at Greggs than those listening to pop music.

Which song was used in the Greggs music study?

The study used Muzio Clementi's 'Sonatina in G Major' and Phil Collins's 'A Groovy Kind Of Love'.

Can classical music increase how much people spend?

Yes, research suggests classical music may widen consumers' acceptable price range for pleasure items.

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Greggs Study: Pop Music Lowers Customer Spending

30 Nov, 2025

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Summary

Classical music listeners paid more for breakfast items.
Pop music listeners were willing to pay less for food.
Classical music may increase acceptable price ranges.

Greggs Study: Pop Music Lowers Customer Spending

A recent study conducted by Bar-Ilan University in Israel explored the influence of music genres on consumer spending at the high street bakery chain, Greggs.

Researchers found that customers listening to classical music were willing to spend more on their purchases. Those exposed to Muzio Clementi's 1797 Sonatina in G Major planned to spend an average of £6.82 on a breakfast deal. This contrasts sharply with shoppers who heard Phil Collins's 1988 hit 'A Groovy Kind Of Love,' who were only prepared to pay £5.45.

The findings suggest that classical music can positively influence purchasing decisions by widening the acceptable price range for hedonic items. Marketers of such products might benefit from strategically choosing classical music that aligns with the product's essence to enhance consumer spending.

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