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

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

Journal of Retailing and Consumer Services, 2012, vol. 19, issue 6, 553-560

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.

Keywords: Consumer behavior; Music; Gender; Retail; Psychology; Approach; Avoidance (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (21)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:19:y:2012:i:6:p:553-560

DOI: 10.1016/j.jretconser.2012.06.010

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