Influence of musical styles on customers attitude: experimental evidences in a retail store

Gabriela Souza Assis and Janaina de Moura Engracia Giraldi
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Gabriela Souza Assis: University of São Paulo – RP
Janaina de Moura Engracia Giraldi: University of São Paulo – RP

Brazilian Business Review, 2012, vol. 9, issue 3, 94-118

Abstract: This study aimed to compare the influence of different musical styles on customers’ behavior and attitude. An experiment was conducted in a retail store in the city of Uberaba (MG). In this experiment, three different musical styles were tested (country, axé and pop rock) and the absence of music was the control group. Data were collected through a structured questionnaire which sought to measure customer attitudes through three components (affective, cognitive and conative). Results indicated that the country musical style has more positive influence on customer attitude than other styles (axé and pop rock). Moreover, it was found that the consumers’ attitude was less positive in the scenario where there was no background music in the store, showing that music positively influences the attitude regardless of musical style.

Keywords: Musical styles; customer attitude; retail store (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:bbz:fcpbbr:v:9:y:2012:i:3:p:94-118

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