Previous research studying the effect of background music on consumer behavior has used music associated with lyrics and failed to use a no music control condition. Instrumental music (jazz and djembe) was played or not while participants browsed the website of a well-known seaside resort and participants were instructed to select a type of accommodation. It was found that djembe music was associated more with a choice of outdoor accommodation while jazz music was associated with greater interest for hotel accommodation. Both music conditions showed a significant difference from the no music control condition. The ability of instrumental music to prime different memories and feelings is used to explain these results.