Valence Of Music Research Articles

The Effects of Background Music on Consumer Responses in a High-end Supermarket

This study examines the effects of in-store background music valence (liking) and music fit with the overall store image on consumer evaluative and behavioural responses in the context of a high-end supermarket chain. Based on the previous body of work, a conceptual model is developed to examine music valence on customer appraisal of store offering and personnel, and on the length of shopping time and the value of purchase. The influence of the perceived music fit with the overall store image on shopping time is also assessed in the model. The hypothesized relationships are examined via covariance analysis using store-intercept consumer data. Implications of the structural analyses results for management of retail store brands and for future research on music as an element of store atmospherics are discussed.

The role of pleasant music in servicescapes: A test of the dual model of environmental perception

This article explores the psychological processes by which background music in servicescapes influences service evaluation and purchase intention. Drawing on the dual model of environmental perception, it is hypothesized that: (1) servicescape is perceived in an ambient holistic manner and serves as the background for perceptions of the provider and thereby has direct and provider-mediated effects on outcomes; (2) the presence of music influences outcomes because it reinforces the holistic quality of the servicescape, makes the provider stand out, and moderates the contribution of provider-mediated servicescape effects; (3) when pleasant music is present, a double-mediating process fully accounts for the impact of variations in the music valence, such that music valence gets transferred into servicescape attitude, which then exercises direct and provider-mediated effects on service outcomes. Two experimental studies in real and online environments support the above research hypotheses.

Managing Voice-to-Voice Encounters

Voice-to-voice (V2V) encounters are interactions that occur between the company and the customer via a telephone. One critical aspect of the V2V encounter is the waiting time that occurs before the customer talks with a service employee. This article investigates two perception management techniques: information cues and music. In particular, estimated wait times, number in the queue, presence of music, and music valence are all investigated. The main findings are that playing of music, especially music that the customer likes, reduces the perception of waiting time and increases satisfaction. Information cues were not found to affect perception of the wait or satisfaction.