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...

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Main Authors: Marconi Freitas da Costa, Salomão Alencar de Farias
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
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author Marconi Freitas da Costa
Salomão Alencar de Farias
author_facet Marconi Freitas da Costa
Salomão Alencar de Farias
author_sort Marconi Freitas da Costa
collection DOAJ
description 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.
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spelling doaj.art-9c8bbe0c4d08494eb4f34e7d76161e8e2023-08-02T07:56:41ZengAssociação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)RAC: Revista de Administração Contemporânea1415-65551982-78492016-03-0120215417410.1590/1982-7849rac2016150019Efeitos da Música ao Vivo e Mecanizada em Ambientes de Varejo SupermercadistaMarconi Freitas da Costa0Salomão Alencar de Farias1Universidade de São PauloUniversidade Federal de PernambucoThis 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.http://www.anpad.org.br/periodicos/arq_pdf/a_1690.pdfretail atmosphere; live music; mechanized music.
spellingShingle Marconi Freitas da Costa
Salomão Alencar de Farias
Efeitos da Música ao Vivo e Mecanizada em Ambientes de Varejo Supermercadista
RAC: Revista de Administração Contemporânea
retail atmosphere; live music; mechanized music.
title Efeitos da Música ao Vivo e Mecanizada em Ambientes de Varejo Supermercadista
title_full Efeitos da Música ao Vivo e Mecanizada em Ambientes de Varejo Supermercadista
title_fullStr Efeitos da Música ao Vivo e Mecanizada em Ambientes de Varejo Supermercadista
title_full_unstemmed Efeitos da Música ao Vivo e Mecanizada em Ambientes de Varejo Supermercadista
title_short Efeitos da Música ao Vivo e Mecanizada em Ambientes de Varejo Supermercadista
title_sort efeitos da musica ao vivo e mecanizada em ambientes de varejo supermercadista
topic retail atmosphere; live music; mechanized music.
url http://www.anpad.org.br/periodicos/arq_pdf/a_1690.pdf
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