Efeitos da Música ao Vivo e Mecanizada em Ambientes de Varejo Supermercadista
This article aimed to analyze the effect of live music, compared to mechanized music, and the absence of music on consumer behavior in supermarket environments. Two field experiments were conducted in two supermarkets. The results of both studies show empirical evidence that live music, as compare...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2016-03-01
|
| Series: | RAC: Revista de Administração Contemporânea |
| Subjects: | |
| Online Access: | http://www.anpad.org.br/periodicos/arq_pdf/a_1690.pdf |
| Summary: | This article aimed to analyze the effect of live music, compared to mechanized music, and the absence of music
on consumer behavior in supermarket environments. Two field experiments were conducted in two supermarkets.
The results of both studies show empirical evidence that live music, as compared to mechanized music (and the
absence of music), is able to influence consumers’ affective aspects, leading them to assess the retail environment
more positively, to show more favorable behavioral intentions, such as recommending the company to friends and
making positive comments, among others. In addition, live music seems to be more influential on consumer
behavior when they are less concentrated on buying activity. |
|---|---|
| ISSN: | 1415-6555 1982-7849 |