“Time flies” when you listen to music.
Music is able to reduce the perception of the waiting time.
A study was designed to investigate whether music affects time estimation differently from a matched auditory neutral stimulus, and whether the emotional valence of the musical stimuli (i.e., sad vs. happy music) modulates this effect. The result showed that “time flies in the presence of music because it distracts our attention away from the processing of time, probably due to music’s rich structure or the pleasure produced by listening to it”.
The store environment contains various stimuli that might be perceived by the customer’s senses; each stimulus varies along many parameters”. For example, store music varies by volume, tempo, pitch, texture and style”. Richard and Spangenberg(2001) confirmed that music is able to influence individual’s behaviour subconsciously. They revealed that individuals reported themselves as shopping longer when exposed to familiar music but actually shopped longer when exposed to unfamiliar music
Yalch, R. F., & Spangenber, E. R. (2001). The Effects of Music in a Retail Setting on Real and Perceived Shopping times.