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Music congruency in a service setting: The mediating role of emotional and cognitive responses

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  • N. Demoulin

    (UMR CNRS 8179 - Université de Lille, Sciences et Technologies - CNRS - Centre National de la Recherche Scientifique)

Abstract

We conducted a field experiment to evaluate the effect of music congruency with the whole atmosphere in a service setting. We adopted a holistic approach and tested Bitner's (1992) model by considering the impact of music congruency on emotional, cognitive responses and behavioural intentions. Specifically, we proposed that emotional responses mediate the effect of music congruency on cognitive responses, whereas the latter mediate the relationship between emotional responses and return intention. We conducted the experiment in a restaurant with two treatment conditions, i.e. congruent and non-congruent music. Our results confirmed the expected mediations. We demonstrated that music congruency leads to low arousal, which creates high pleasure. Pleasure induced by music congruency increases customers’ evaluation of environment quality and service quality, which positively affects the customers’ return intention.
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Suggested Citation

  • N. Demoulin, 2011. "Music congruency in a service setting: The mediating role of emotional and cognitive responses," Post-Print halshs-00583226, HAL.
    • Handle: RePEc:hal:journl:halshs-00583226
    DOI: 10.1016/j.jretconser.2010.08.007
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    2. Prakash Singh & Lokesh Arora & Abdulaziz Choudhry, 2022. "Consumer Behavior in the Service Industry: An Integrative Literature Review and Research Agenda," Sustainability, MDPI, vol. 15(1), pages 1-30, December.
    3. Alev Kocak Alan & Ebru Tumer Kabadayi & Cengiz Yilmaz, 2016. "Cognitive and affective constituents of the consumption experience in retail service settings: effects on store loyalty," Service Business, Springer;Pan-Pacific Business Association, vol. 10(4), pages 715-735, December.
    4. Joonhyeong Joseph Kim & Insin Kim, 2018. "Entrepreneurial Marketing and Airline-Cause Sponsorship Congruence: Passenger Sponsorship Response to US-Based Full-Service Airlines," Sustainability, MDPI, vol. 10(7), pages 1-20, July.
    5. Lunardo, Renaud & Mouangue, Emilie, 2019. "Getting over discomfort in luxury brand stores: How pop-up stores affect perceptions of luxury, embarrassment, and store evaluations," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 77-85.
    6. Dipayan Biswas & Kaisa Lund & Courtney Szocs, 2019. "Sounds like a healthy retail atmospheric strategy: Effects of ambient music and background noise on food sales," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 37-55, January.
    7. Andersson, Pernille K. & Kristensson, Per & Wästlund, Erik & Gustafsson, Anders, 2012. "Let the music play or not: The influence of background music on consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 553-560.
    8. Dennis, Charles & Joško Brakus, J. & Gupta, Suraksha & Alamanos, Eleftherios, 2014. "The effect of digital signage on shoppers' behavior: The role of the evoked experience," Journal of Business Research, Elsevier, vol. 67(11), pages 2250-2257.
    9. Errajaa, Karim & Legohérel, Patrick & Daucé, Bruno, 2018. "Immersion and emotional reactions to the ambiance of a multiservice space: The role of perceived congruence between odor and brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 100-108.
    10. Manar Ibraheem & Nadine Tournois, 2018. "Influence of service environment on client loyalty in luxury hotels: A test of the cognition-emotion approach," Post-Print hal-02054852, HAL.
    11. Helmefalk, Miralem & Hultén, Bertil, 2017. "Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 1-11.
    12. Bonnin, Gaël & Goudey, Alain, 2012. "The kinetic quality of store design: An Exploration of its influence on shopping experience," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 637-643.
    13. Kim, Gwia & Jin, Byoungho & Shin, Daeun Chloe, 2022. "Virtual reality as a promotion tool for small independent stores," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
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    15. Rayburn, Steven W. & Voss, Kevin E., 2013. "A model of consumer's retail atmosphere perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 20(4), pages 400-407.

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