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

被引：73

作者：

Andersson, Pernille K. ^{[1
]}

Kristensson, Per ^{[1
]}

Wastlund, Erik ^{[1
]}

Gustafsson, Anders ^{[1
,2
]}

机构：

[1] Karlstad Univ, Serv Res Ctr, SE-65188 Karlstad, Sweden

[2] BI Norwegian Sch Management, N-0442 Oslo, Norway

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2012年 / 19卷 / 06期

关键词：

Consumer behavior; Music; Gender; Retail; Psychology; Approach; Avoidance;

D O I：

10.1016/j.jretconser.2012.06.010

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. (C) 2012 Elsevier Ltd. All rights reserved. (C) 2012 ElsevierLtd. All rights reserved.

引用

页码：553 / 560

页数：8

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