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Let the music play or not: The influence of background music on consumer behavior

Author

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  • Andersson, Pernille K.
  • Kristensson, Per
  • Wästlund, Erik
  • Gustafsson, Anders

Abstract

This study concerns the effect that music has on consumer behavior in two different retail contexts during regular opening hours. Two studies were conducted in a field setting with consumers (N=550). Consumers were recruited to answer questions regarding behavioral measures, attitudes, and mood during days when background music was played. The conclusions from the two studies are that music affects consumer behavior, but also that the type of retail store and gender influences both the strength and direction of the effect.

Suggested Citation

  • Andersson, Pernille K. & Kristensson, Per & Wästlund, Erik & Gustafsson, Anders, 2012. "Let the music play or not: The influence of background music on consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 553-560.
    • Handle: RePEc:eee:joreco:v:19:y:2012:i:6:p:553-560
    DOI: 10.1016/j.jretconser.2012.06.010
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    Cited by:

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    3. Daunfeldt, Sven-Olov & Moradi, Jasmine & Rudholm, Niklas & Öberg, Christina, 2021. "Effects of employees’ opportunities to influence in-store music on sales: Evidence from a field experiment," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    4. Daunfeldt, Sven-Olov & Moradi, Jasmine & Rudholm, Niklas & Öberg, Christina, 2019. "Effects of employees’ opportunities to influence in-store music on sales: Evidence from a field experiment," HFI Working Papers 4, Institute of Retail Economics (Handelns Forskningsinstitut).
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    8. Helmefalk, Miralem & Hultén, Bertil, 2017. "Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 1-11.
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    10. Michel, Anne & Baumann, Chris & Gayer, Leonie, 2017. "Thank you for the music – or not? The effects of in-store music in service settings," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 21-32.
    11. Meda Roxana Burghelea & Ioan Plaias & Jaafar El-Murad, 2015. "The Effects of Music as an Atmospheric Variable on Consumer Behaviour in the Context of Retailing and Service Environments," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 377-392, July.
    12. Caruelle, Delphine & Shams, Poja & Gustafsson, Anders & Lervik-Olsen, Line, 2024. "Emotional arousal in customer experience: A dynamic view," Journal of Business Research, Elsevier, vol. 170(C).
    13. Touzani, Mourad & Hirschman, Elizabeth C. & Hechiche Salah, Lamia, 2016. "Retail stressors in the Middle East/North Africa region," Journal of Business Research, Elsevier, vol. 69(2), pages 726-735.
    14. Athina-Evera Qendro, 2015. "Albanian and UK Consumers’ Perceptions of Farmers’ Markets and Supermarkets as Outlets for Organic Food: An Exploratory Study," Sustainability, MDPI, vol. 7(6), pages 1-26, May.
    15. Roschk, Holger & Loureiro, Sandra Maria Correia & Breitsohl, Jan, 2017. "Calibrating 30 Years of Experimental Research: A Meta-Analysis of the Atmospheric Effects of Music, Scent, and Color," Journal of Retailing, Elsevier, vol. 93(2), pages 228-240.
    16. Nawras M. Nusairat & Abdel Hakim O. Akhorshaideh & Tahir Rashid & Sunil Sahadev & Grazyna Rembielak, 2017. "Social Cues-Customer Behavior Relationship: The Mediating Role of Emotions and Cognition," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(1), pages 1-17, February.
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