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How do shoppers react to in-store music?
Linnaeus University, School of Business and Economics, Department of Marketing. (Sensory Marketing)
2017 (English)In: ANZMAC 2017 Marketing for Impact: conference proceedings / [ed] Linda Robinson, Linda Brennan & Mike Reid, RMIT University , 2017, p. 662-665Conference paper, Published paper (Refereed)
Abstract [en]

The purpose of this paper is to investigate how the introduction of auditory sensory cues through music genres affect shopper’s emotions and purchase behaviour in a retail grocery setting. In the field of retailing and sensory marketing research, there is a paucity of knowledge on how auditory sensory cues impact on shoppers’ behaviour. The empirical study was a field experiment and entailed direct observation of shoppers of the Swedish grocery retailer ICA. The observations were based on a convenience sample of shoppers assigned to a control group (n = 75) and three experimental group (n = 75) in total 300 observations. Auditory sensory cues like music genres impact shopper’s emotions and purchase behaviour in a significant way at POP in buying coffee brands. The study provides guidelines for grocery retailers who wish to offer shopper’s a more pleasant shopping experience by emphasizing the role of in-store music especially music genres.

Place, publisher, year, edition, pages
RMIT University , 2017. p. 662-665
Series
ANZMAC conference proceedings, ISSN 1447-3275 ; 2017
Keywords [en]
In-store music genres, Emotions, Purchase behavior
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-70012OAI: oai:DiVA.org:lnu-70012DiVA, id: diva2:1176108
Conference
ANZMAC 2017: "Marketing for impact", Melbourne, Australia, December 4-6, 2017
Available from: 2018-01-19 Created: 2018-01-19 Last updated: 2018-02-28Bibliographically approved

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Hultén, Bertil

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf