OK. Here are the article details and abstract....

"Adrian C. North, David J. Hargreaves, and Jennifer McKendrick (1999).
The influence of in-store music on wine selections. Journal of Applied
Psychology, 84, 271-276.

"This field study investigated the extent to which stereotypically
French and German music could influence supermarket customers'
selection of French and German wines. Music with strong national
associations should activate related knowledge, and be linked with
customers buying wine from the country concerned. Over a two week
period, French and German music was played on alternate days from an
in-store display of French and German wines. French music led to
French wines outselling German ones, whereas German music led to the
opposite effect on sales. Responses to a questionnaire suggested that
customers were unaware of these effects of music on their product
choices. The results are discussed in terms of their theoretical
implications for research on music and consumer behaviour, and their
ethical implications for the use of in-store music."

And some results...

They put equal numbers of French and German wines of the same
sweetness level (8 types of wine in all) on 4 shelves at the end of a
supermarket aisle. Here are the numbers of wines sold when each type
of music was played:
French music - 40 French bottles - 12 German ones
German music - 8 French bottles - 22 German ones

So the percentge of French bottles bought from that display was 83% in
the case of French music, and 35% in the case of German music. The
claim that 77% of customers bought French wine when French music was
being played is completely wrong, but interestingly enough that
happens to be the proportion of the total number of French bottles
being sold when French music was being played.

Personally I think it is also interesting, and perhaps not surprising,
that less wine in total was sold when Bierstube music was being
played. I bet it did wonders for beer sales at the supermarket though!

The relatively high proportions of German wine being sold are probably
due to it being given equal weight on the display to French wines -
the customers were not selecting from the proportions normally being
offered today. Note also the research is from 1999, when I think
German wines was probably more popular.

--
Steve Slatcher
http://pobox.com/~steve.slatcher