Topic: The influence of clothing store background music on consumer shopping behaviour.
Detail guide see structure guide. This dissertation needs at least 15 papers review around 1500 words and 2 interview. I provide 4 papers, rest you can find yourself. And I give two interviews for methodology part which use qualitative research including that two interview. Workshop files are lecture slides.
four papers:
Chebat, J, Chebat, C, & Vaillant, D 2001, ‘Environmental background music and in-store selling’, Journal Of Business Research, 54(2), pp. 115-123.
Amel Dakoumi, H, & Maha, T 2011, ‘Technique of collage for store design atmospherics’, Qualitative Market Research: An International Journal, 14(3), pp. 304-323.
Yalch, R, & Spangenberg, E 1990, ‘EFFECTS OF STORE MUSIC ON SHOPPING BEHAVIOR’, Journal Of Consumer Marketing, 7(2), p. 55
The Effects of Background Music on Consumer Behavior. Mindy Pham. University of California, Santa Barbara.
Then, provide some notes by myself hope can help you.
http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=7467
See Bruner (1990) for a more detailed discussion of the various effects of music on moods, preferences, and general behavior.] The number of investigations addressing the influence of music on consumer behavior is still rather small. Although researchers have examined the effects of music volume (Smith and Curnow, 1966) and tempo (Milliman, 1982, 1986) on certain aspects of shopping behavior,
Bruner (1990) suggests that the genre of the background music is likely to produce stronger effects on perceptions and preferences. Further, since preferences for musical genres are strongly influenced by individual differences (see Cupchik, Rickert, and Mendelson, 1982), varying the genre of a store’s background music is more likely to produce differential effects across customer groups.
Yalch and Spangenberg (1990) examined this possibility by comparing the effects of easy-listening versus Top-Forty music on shoppers’ estimates of the amount of time they spent shopping. They found that younger customers (under 25) reported spending more time shopping when exposed to easy-listening music, whereas older customers (25 and over) thought they were in the store longer when exposed to Top-Forty music. Yalch and Spangenberg speculated that shoppers who encounter non-typical environmental factors (i.e., younger shoppers exposed to easy listening music) perceive intervals of time being longer than they actually are.
(There is a different reaction between the younger people and elder people, younger prefer to stay longer in store with the easy-listening music ,whereas older customers which are above 25 years old, prefer stay longer when exposed to Top-Forty music . )
The Yalch and Spangenberg study raises the possibility that the given musical genres can produce highly specific perceptions by consumers.In the context of the present study, the objective was to identify the background music that would create a setting appropriate for the purchase and consumption of wine. MacInnis and Park (1991) have formalized this notion by defining the “fit” of music as “consumers’ subjective perceptions of the music’s relevance or appropriateness” to the persuasion context (p. 162). Although MacInnis and Park were concerned with the persuasive impact of music in an advertising setting, their notion of “fit” seems applicable to the impact of atmospheric variables as well. The task then was to identify the music that best fits the context of examining, purchasing, and tasting wine.
Although this study was conducted on a largely exploratory basis, the general proposition suggested by the aforementioned works is that PLAYING classical music in the background will increase the amount of merchandise: (1) examined, (2) handled, and (3) purchased, and (4) the amount of time patrons spend in the store relative to playing other genres of music in the background.
Psychological research has indicated that slower tempo, lower volume and familiar music lead to consumers staying slightly longer than customers exposed to fast tempo, higher volume and less familiar music (Garlin & Own, 2006).
However, other studies have indicated that although supermarket shoppers tend to shop more slowly in the presence of slower tempo music as opposed to more upbeat music – they do not necessarily buy more items because of it. In fact, shoppers exposed to higher tempo music bought similar amounts of items just in a shorter space of time. So while sales per minute increased, overall spend was not statistically different. However, careful studies are suggesting that shopping duration is positively correlated with customer spending in a number of business contexts.
Restaurant patrons also spend longer in restaurants whilst listening to SLOW tempo and low volume music. However, this maybe an undesirable consumer behavior because during peak times, restaurant owners do not wish their customers to stay longer than they need to because it’s not profitable. However, during off peak hours a slower tempo, low volume music selection may lead to customers staying longer which has the added benefit of making the restaurant appear busier.
classic economic theory stresses that consumer’s make decisions in a logical and rational way, under going a cost-benefit analysis to suggest that consumer behavior is exempt from the influence of such atmospheric cues like background music.However, environmental psychology studies point out that very subtle changes in the retail environment can dramatically shape consumer behavior and consumer psychology. This is more evidence to support the behavioral economics viewpoint that in fact, much of what consumers do is rather irrational, and is largely driven by the unconscious processing of the external environment.
Although consumers do not walk around a store evaluating the music at a conscious level. Background music is able to influence emotions beyond recognition and exert a powerful unconscious influence over consumer behavior. While the feeling induced by the background music maybe consciously experienced, e.g. the customer is aware of their elevated mood due to the compositional elements of the music, consumers are unlikely to attribute the feelings directly to the music itself.
