The impact of atmospherics on consumer behaviour : the case of the music fit in retail stores
Vida, Irena
The goal of the present empirical research was to study the effects atmospheric music in retail organizations on consumer evaluative and behavioural responses. Specifically, the effects of background ...music fit with the retail image are examined in two retail formats, and music effects contrasted between retail stores with planned and unplanned atmospheric music. Based on existing body of theoretical and empirical, five research hypotheses are developed and subsequently tested using field data. Data of adult shoppers are analysed via Structural Equation Modelling. Findings revealinsightful implications for the management of retail branding and for future research on in-store music effects.
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