The following study investigated the hypothesized potential of music to expose customers to risky impulse-buying behavior but simultaneously help reduce the severity of hesitation typically associated with choice overload. A total of 42 participants were asked to complete a survey intended to simulate the shopping environment of a typical retail chain store, with an image of a real-life store aisle featuring various types of cereal. Each survey was engineered to exhibit a different number of choices (either 5 or 20) and genre of music (classical, jazz, pop, or no music/control group). Each participant’s levels of satisfaction, happiness, choices, and time taken to formulate a final decision were measured subsequently. Findings ultimately indicated that the presence of music, regardless of the genre, although differing in levels of fluctuation, helped reduce the severity of hesitation that was prevalent in the control group which was met with choice overload without the assistance of ambient background music. Among the three types of music, classical music was proven to be most effective in reducing the time taken for consumer decision- making, followed by pop and jazz. In contrast to the original hypothesis, music was also proven to reduce the risk of impulse buying, regarding the amount of time taken to choose preferred products. The decrease in satisfaction for the control group was much higher than that of the treatment groups, implying that music played a role in preventing nearsighted decision-making, thus increasing levels of satisfaction regarding choice selection after the survey. Pop music showed the smallest decrease in satisfaction, followed by classical music and jazz. The study ultimately succeeds in revealing the potential of introducing various types of in-store music to promote wise spending among consumers and also provide retail chains and sellers with novel marketing strategies.