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“Hey Dee-Jay Let’s Play That Song And Keep Me Shopping All Day Long”. The Effect Of Famous Background Music On Consumer Shopping Behavior.

L. Petruzzellis, J. Chebat, A. Palumbo
Published 2015 · Art

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Atmospherics can act as a heuristic cue and guide consumer preference towards immediate choice. Background music is the major element of retail atmospherics, it has been shown to stimulate not only emotions, but also cognition mainly when other cognitive cues are either absent or significantly reduced. However, no studies have analyzed the effect of the notoriety of the music on consumer behavior. This paper aims at analyzing the effect of the type of music, whether or not famous, on the retail patronage, thus covering a gap in the literature. The findings show that a famous music reduces shoppers’ cognitive activity. It is very likely that it distracts their attention from the store cues such as the promotion messages. On the other hand, famous music enhances positive feelings that, in turn, enhance shoppers’ patronage.
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