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The Effects of Music as an Atmospheric Variable on Consumer Behaviour in the Context of Retailing and Service Environments

Author

Listed:
  • Meda Roxana Burghelea
  • Ioan Plaias

    (Babes Bolyai University, Faculty of Economics and Business Administration)

  • Jaafar El-Murad

    (Westminster Business School)

Abstract

Music variables affect consumer behaviour. This paper presents the current state of knowledge of the effects of music on consumers in retailing and service environments, showcasing the results of relevant studies that have manipulated specific musical variables (such as tempo, volume, genre, liking) and their impact on cognitive responses (expectations, perceptions, attitude, quality evaluation), emotional responses (moods, feelings, emotions), and ultimately behavioural responses (time spent in store, money spent in store, consumption speed, waiting). Based on a critical review of the most important studies, it concludes by identifying gaps in the already extensive literature and suggests future research to explore the relationship between musical variables and consumer responses in the context of retailing.

Suggested Citation

  • Meda Roxana Burghelea & Ioan Plaias & Jaafar El-Murad, 2015. "The Effects of Music as an Atmospheric Variable on Consumer Behaviour in the Context of Retailing and Service Environments," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 377-392, July.
    • Handle: RePEc:aes:icmbdj:v:1:y:2015:i:1:p:377-392
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    music; cognitive; emotional; behavioural; retailing; service.;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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