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Effects of employees’ opportunities to influence in-store music on sales: Evidence from a field experiment
Institute of Retail Economics, Sweden.
Soundtrack Your Brand, Sweden.
Institute of Retail Economics, Sweden.
Örebro University, Sweden.ORCID iD: 0000-0003-2632-6378
2021 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 59, article id 102417Article in journal (Refereed) Published
Abstract [en]

The effects of in-store music on consumer behavior have attracted much attention in the marketing literature, but surprisingly few studies have investigated in-store music in relation to employees. By conducting a field experiment in eight Filippa K fashion stores in Stockholm, Sweden, we investigate whether it is beneficial for store owners to give employees more opportunities to influence the in-store music. We randomly assigned the stores into a treatment group and a control group, with the employees in the treatment stores having the opportunity to influence the in-store music through an app developed by Soundtrack Your Brand (SYB). The experiment lasted 56 weeks and sales data were also gathered 22 weeks before the experiment, resulting in a total of 4626 observations. Our results show that sales decreased by 6% when the employees had the opportunity to influence the music played in the store, and the effect is driven by a reduction in sales of women's clothing. Interviews with the employees revealed that they had diverse music preferences, frequently changed songs, and preferred to play high-intensity songs. Employees thus seem to make choices regarding the in-store music that reduce sales, implying that store owners might want to limit their opportunities to influence the background music.

Place, publisher, year, edition, pages
Elsevier, 2021. Vol. 59, article id 102417
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-122326DOI: 10.1016/j.jretconser.2020.102417OAI: oai:DiVA.org:lnu-122326DiVA, id: diva2:1773735
Available from: 2023-06-22 Created: 2023-06-22 Last updated: 2023-09-29Bibliographically approved

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Öberg, Christina

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • Other style
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  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
  • html
  • text
  • asciidoc
  • rtf