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Influence of musical styles on customers attitude: experimental evidences in a retail store

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Author Info

  • Gabriela Souza Assis

    (University of São Paulo – RP)

  • Janaina de Moura Engracia Giraldi

    (University of São Paulo – RP)

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    Abstract

    This study aimed to compare the influence of different musical styles on customers’ behavior and attitude. An experiment was conducted in a retail store in the city of Uberaba (MG). In this experiment, three different musical styles were tested (country, axé and pop rock) and the absence of music was the control group. Data were collected through a structured questionnaire which sought to measure customer attitudes through three components (affective, cognitive and conative). Results indicated that the country musical style has more positive influence on customer attitude than other styles (axé and pop rock). Moreover, it was found that the consumers’ attitude was less positive in the scenario where there was no background music in the store, showing that music positively influences the attitude regardless of musical style.

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    File URL: http://www.bbronline.com.br/public/edicoes/9_3/artigos/ue5pe7yfwq1382012145054.pdf
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    Bibliographic Info

    Article provided by Fucape Business School in its journal Brazilian Business Review.

    Volume (Year): 9 (2012)
    Issue (Month): 3 (July)
    Pages: 94-118

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    Handle: RePEc:bbz:fcpbbr:v:9:y:2012:i:3:p:94-118

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    Postal: Fucape Business School Brazilian Business Review Av. Fernando Ferrari, 1358, Boa Vista CEP 29075-505 Vitória-ES
    Phone: +55 27 4009-4423
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    Web page: http://www.bbronline.com.br/
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    Related research

    Keywords: Musical styles; customer attitude; retail store;

    References

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    1. Machleit, Karen A. & Eroglu, Sevgin A., 2000. "Describing and Measuring Emotional Response to Shopping Experience," Journal of Business Research, Elsevier, vol. 49(2), pages 101-111, August.
    2. Yalch, Richard F. & Spangenberg, Eric R., 2000. "The Effects of Music in a Retail Setting on Real and Perceived Shopping Times," Journal of Business Research, Elsevier, vol. 49(2), pages 139-147, August.
    3. Morrison, Michael & Beverland, Michael, 2003. "In search of the right in-store music," Business Horizons, Elsevier, vol. 46(6), pages 77-82.
    4. Dube, Laurette & Morin, Sylvie, 2001. "Background music pleasure and store evaluation: intensity effects and psychological mechanisms," Journal of Business Research, Elsevier, vol. 54(2), pages 107-113, November.
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