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- Title
"Hey Dee-Jay Let's Play that Song and Keep Me Shopping All Day Long": The Effect of Famous Background Music on Consumer Shopping Behavior.
- Authors
Petruzzellis, Luca; Chebat, Jean-Charles; Palumbo, Ada
- Abstract
Background music is one of the main retail atmospherics, as it stimulates emotions and cognition mainly when other cognitive cues are either absent or reduced. However, no studies have analyzed the effect of music notoriety on consumer behavior. This paper aims at analyzing the effect of the type of music, whether or not famous, on the retail patronage, thus covering a gap in the literature. Findings show that famous music reduces shoppers' cognitive activity. It distracts attention from store cues such as promotion messages. On the other hand, famous music enhances positive feelings that, in turn, enhance shoppers' patronage.
- Subjects
CONSUMER behavior; SHOPPING; ATMOSPHERICS; RETAIL industry; COGNITIVE ability; ENVIRONMENTAL music
- Publication
Journal of Marketing Development & Competitiveness, 2014, Vol 8, Issue 2, p38
- ISSN
2155-2843
- Publication type
Article