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A ciascuno la sua musica. l?effetto della notoriet? della musica di sottofondo sul comportamento d?acquisto nei punti vendita

Author

Listed:
  • Alberto Mattiacci
  • Riccardo Resciniti

Abstract

La musica di sottofondo ? una componente dell?atmosfera di primaria importanza, in quanto influenza gli stati d?animo dei consumatori, condiziona le attitudini nei confronti dei punti vendita e determina alcuni comportamenti d?acquisto. Il presente lavoro analizza in che modo la musica di sottofondo influisce sul consumatore, tenendo conto in particolare della notoriet? del brano musicale e dello stile di shopping. Nell?articolo si dimostra come non sempre optare per brani famosi come le hit del momento o gli evergreen sia la scelta giusta. I consumatori che necessitano di maggiore calma e rilassatezza preferiscono la musica non famosa per lo svolgimento degli acquisti. Al contrario, i consumatori serali preferiscono i brani famosi: anche in questo caso la motivazione risiede nello stile d?acquisto, pi? frenetico e ritmato nelle fasce serali.

Suggested Citation

  • Alberto Mattiacci & Riccardo Resciniti, 2015. "A ciascuno la sua musica. l?effetto della notoriet? della musica di sottofondo sul comportamento d?acquisto nei punti vendita," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(3), pages 15-34.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2015-003002
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    References listed on IDEAS

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