The impact of music on consumers' reactions to waiting for services

This article examines the effects of music on consumers' reactions to waiting for services. An experimental study was conducted to test three different constructs-perceived wait duration, emotional evaluation of the service environment, and emotional response to the wait-as mediators between music and behavioral response to the service organization. Results of the study showed that, regardless of its valence, music ameliorates emotional evaluation of the service environment which in turn positively affects approach behavior towards the service organization Furthermore, positively valenced music triggers a more positive emotional response to the wait and a stronger approach behavior towards the service organization than negatively valenced music. Although positively valenced music also increases perceived wait duration, the latter does nor have a significant effect on consumers behavioral response to the service organization.