Abstract
Retailers use music in the service environment to try to change consumer behaviour with a view to increasing spend, or improving consumer mood. Previous research has largely focused on music but ignored the effects of other noises within a servicescape: yet all noises can impact consumers' affective states, and their behaviour.This study examines the role of both planned and other sounds within the supermarket environment. In particular, this study investigates the cognizant and emotional reactions of supermarket customers, and explores their shopping intentions in the context of shoppers' understanding of and reaction to the sounds they perceive.
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