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

Andersson, Pernille K.; Kristensson, Per; Wästlund, Erik; Gustafsson, Anders
Journal article, Peer reviewed
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URI
http://hdl.handle.net/11250/93640
Date
2012
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  • Scientific articles [1334]
Original version
http://dx.doi.org/10.1016/j.jretconser.2012.06.010
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.
Description
This is the authors’ final, accepted and refereed manuscript to the article
Publisher
Elsevier
Journal
Journal of Retailing and Consumer Services

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