The effect of music on social behavior in a dictator game

The purpose of this study was to study the effect of music genres on pro social behavior. To examine this effect in a controlled setting a dictator game was played by subjects. A dictator game has been important in economics, since it shows that people are not rational. The study made a link between music and charity donation. If it is was possible to show that a music genre stimulates pro social behavior, this music can be used to stimulate donation. Rentfrow and Gosling (2003) identified four dimensions of music. They characterized each dimension in terms of a variety of different music attributes. The four dimensions of music are: Reflective and Complex, Intense and Rebellious, Upbeat and Conventional, and Energetic and Rhythmic. These four music genres were along with other demographic variables tested in a dictator game. The subjects received an endowment of € 10 and could give any part away to an anonymous recipient. The subjects gave on 47% of their total endowment of € 10,- to the other person. The results of non-parametric tests revealed a significant difference in giving behavior between the treatment group 'Reflective and Complex' music and the control group 'No Music'. It also showed a significant difference in giving behavior between male and female subjects. Female subjects acted more pro social. Moreover it revealed a significant difference in mean giving behavior between subjects who listened to their favourite music genre and subjects who didn't listen to their favourite music genre. These three results can be implemented in the marketing strategies of charities to induce pro social behavior. It would be recommending for charities to launch a marketing campaign for woman, to insert an option to play music on the website of a charity and it would be recommending to collect money after a concert or festival.