Practical Applications of Music in Service Settings

Emerald - Tập 8 Số 3 - Trang 50-65 - 1994
J. Duncan Herrington1, Louis M. Capella2
1Assistant Professor of Marketing at Radford University, Radford, Virginia, USA.
2Professor of Marketing at Mississippi State University, Mississippi, USA.

Tóm tắt

Discusses many of the empirical studies relating to the effects of background music on a wide range of consumer behaviours and outlines the relevant features and limitations of these studies. Suggests that, while research has identified relationships between specific behaviours and specific musical characteristics (e.g. tempo, volume, mode), retailers should practice caution when attempting to manipulate specific aspects of their background music. A safer and potentially more effective strategy would be to select background music that reflects the musical preferences of targeted consumer segments. Presents useful information regarding selection of appropriate background music.

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