lnu.sePublikationer
Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
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 (Engelska)Ingår i: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 59, artikel-id 102417Artikel i tidskrift (Refereegranskat) 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.

Ort, förlag, år, upplaga, sidor
Elsevier, 2021. Vol. 59, artikel-id 102417
Nationell ämneskategori
Företagsekonomi
Forskningsämne
Ekonomi, Marknadsföring
Identifikatorer
URN: urn:nbn:se:lnu:diva-122326DOI: 10.1016/j.jretconser.2020.102417OAI: oai:DiVA.org:lnu-122326DiVA, id: diva2:1773735
Tillgänglig från: 2023-06-22 Skapad: 2023-06-22 Senast uppdaterad: 2023-09-29Bibliografiskt granskad

Open Access i DiVA

Fulltext saknas i DiVA

Övriga länkar

Förlagets fulltext

Person

Öberg, Christina

Sök vidare i DiVA

Av författaren/redaktören
Öberg, Christina
I samma tidskrift
Journal of Retailing and Consumer Services
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar

doi
urn-nbn

Altmetricpoäng

doi
urn-nbn
Totalt: 92 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf