Abstract
This study aimed to compare the influence of different musical styles on customers’ behavior and attitude. An experiment was conducted in a retail store in the city of Uberaba (MG). In this experiment, three different musical styles were tested (country, axé and pop rock) and the absence of music was the control group. Data were collected through a structured questionnaire which sought to measure customer attitudes through three components (affective, cognitive and conative). Results indicated that the country musical style has more positive influence on customer attitude than other styles (axé and pop rock). Moreover, it was found that the consumers’ attitude was less positive in the scenario where there was no background music in the store, showing that music positively influences the attitude regardless of musical style.
Highlights
INTRODUCTION ccording toMilliman (1982), music may have other functions beyond entertainment
The results of this study filled that www.bbronline.com.br theoretical and practical gap, providing elements to improve understanding of how music influences the evaluation of the store
As one can observe in the data presented in the previous section, there were no major differences between the great magnitudes of the average of the three musical styles used in the experiment
Summary
INTRODUCTION ccording toMilliman (1982), music may have other functions beyond entertainment. According to the same author, studies investigating the effects of music on customer’s behavior are limited and inconclusive, which leads decision on the use of music to be often based on intuition or folklore. This fact is unfortunate, since music is an important tool which can be used and controlled by managers. Many companies know the influence of elements such as music on customer behavior. For Morrison and Beverland (2003), music is an important variable of store ambience and influences the creation of experience with the store and connection to the emotions of customers. Kotler and Keller (2006) mention that supermarkets found that different rhythms of music affect the average purchase time and average spending of customers in the store
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