Effects of background music on consumer behaviour: behavioural account of the consumer setting.

Consumer atmospherics is a research area that investigates the effects of specific environment characteristics on consumer behaviour. The behavioural perspective model was proposed as a behavioural account of consumer settings. The purpose of this research was to present a method for investigating an atmospheric variable in a consumer setting. The quality of background music of a mall was manipulated, observing its effects on consumer behaviour in two stores. Results showed that in the higher quality condition, there was an increase in cash flow and in verbal reports of pleasure and a decrease in conversion rates. The interpretation of these results as a motivational operation is proposed. The results point to further investigation of scenario features related to reinforcement contingencies and their effects on consumer behaviour. [ABSTRACT FROM PUBLISHER]

Copyright of Service Industries Journal is the property of Routledge and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)