Let the music play or not: The influence of background music on consumer behavior |
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| Authors: | Pernille K Andersson Per Kristensson Erik Wästlund Anders Gustafsson |
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| Institution: | 1. PhD Candidate: Service Research Center, Karlstad University, SE-651 88 Karlstad, Sweden;2. Professor: Service Research Center, Karlstad University, SE-651 88 Karlstad, Sweden;3. Assistent Professor: Service Research Center, Karlstad University, SE-651 88 Karlstad, Sweden;4. Professor: Service Research Center, Karlstad University, SE-651 88 Karlstad, Sweden and BI—Norwegian School of Management, 0442 Oslo, Norway;1. Washington State University, College of Business, Pullman, WA 99164, USA;2. University of St. Gallen, Guisanstrasse 1a, 9000 St. Gallen, Switzerland;1. Grenoble Ecole de Management, 12 rue Pierre Sémard – BP 127, 38003 Grenoble Cedex 01, France;2. CERAG CNRS UMR 5820, 150, rue de la Chimie, BP 47, 38040 Grenoble Cedex 9, France;3. Université Pierre Mendès France, IAE Grenoble, Domaine Universitaire, BP 47, 38040 Grenoble Cedex 9, France;1. Multimodal Interaction Laboratory, School of Information Studies, McGill University, 3661 Peel street, Montreal, QC H3A 1X1, Canada;2. Centre for Interdisciplinary Research in Music Media and Technology, 527 Sherbrooke street West, Montreal, QC H3A 1E3, Canada;3. Centre de Recherche en Gastronomie, Institut de Tourisme et d’Hôtellerie du Québec, 3535 St-Denis street, Montreal, QC H2X 3P1, Canada;1. Department of Food Science and Business, Miyagi University, Sendai, Japan;2. Institute of Development, Aging and Cancer, Tohoku University, Sendai, Japan;3. Centre for Multisensory Marketing, Department of Marketing, BI Norwegian Business School, Oslo, Norway;4. Department of Experimental Psychology, University of Oxford, Oxford, UK |
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| 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. |
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