The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
The Aural Nature of Atmosphere in a Retail Setting
Abstract
The potential influence of music in eliciting organic reactions has been appreciated since ancient times. Knowing that consumers typically receive exposure to many hours of music each day, scientists and marketers have recognized its potential in consumer behaviour and decision making. Literature suggests that customers like hearing music when they shop, and feel that the retailer providing music cares about them. Retailers have to work diligently to keep their stores favourable in the mind of consumers. Both practitioners and researchers supported the argument that music is a beneficial element in the use of atmospherics in business. Based on the empirical research this chapter provides an insight into the role of music as an important element in retail store atmosphere. The chapter explains the complex character of music, its classifications and key variables, and interaction with other atmospheric cues. The chapter concludes that music has a significant influence on consumer behavior, and that retailers must ensure that they are playing music that their target markets like in their stores.
Related Content
|
Albérico Travassos Rosário, Joana Carmo Dias.
© 2024.
35 pages.
|
|
Elena García-y-García, Francisco Rejón-Guardia, Laura Berenice Sánchez-Baltasar.
© 2024.
35 pages.
|
|
Nino Tchanturia, Rusudan Dalakishvili.
© 2024.
20 pages.
|
|
Žiga Domadenik, Tina Tomažič.
© 2024.
21 pages.
|
|
Loredana Kotinski.
© 2024.
14 pages.
|
|
Margarida Silva, Nataliia Buchko, Natalia Parashchenko, Titanilla Marta Szaszi, Yevheniia Tovstyk.
© 2024.
15 pages.
|
|
A. N. Raghavendra, G. Vijayakumar, Sanjeev Kumar Thalari.
© 2024.
16 pages.
|
|
|