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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 (engelsk)Inngår i: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 59, artikkel-id 102417Artikkel i tidsskrift (Fagfellevurdert) 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.

sted, utgiver, år, opplag, sider
Elsevier, 2021. Vol. 59, artikkel-id 102417
HSV kategori
Forskningsprogram
Ekonomi, Marknadsföring
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URN: urn:nbn:se:lnu:diva-122326DOI: 10.1016/j.jretconser.2020.102417OAI: oai:DiVA.org:lnu-122326DiVA, id: diva2:1773735
Tilgjengelig fra: 2023-06-22 Laget: 2023-06-22 Sist oppdatert: 2023-09-29bibliografisk kontrollert

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