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Case study on Consumer Behavior series for graduate school. The effect of music on consumers.
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The Interaction of RetailDensity and Music Tempo:Effects on Shopper Responses
The Interaction of RetailDensity and Music Tempo:Effects on Shopper Responses
Jude, PetraJude, Petra
IntroductionIntroduction
• Retail stores have operated on the assumption that atmospheric cues help shopping behaviors and outcomes
• Two factors are vital in consumers in acting positively or negatively– Music– Crowding (density)
• No study done on the effects of shopping behavior and crowding– Only studies on cognitive and emotional
outcomes
IntroductionIntroduction
The purpose is to examine the simultaneous effect of in-store density and music on shopping behaviors and evaluations
It is proposed that “the interactive effect of retail density and background music tempo will have a significant influence on consumers’ cognitive and behavioral outcomes
BackgroundBackground
• Density is the “root cause of the crowding experience.”
• Highly dense conditions leads the perception of crowding – Leads to less favorable opinion from the
consumers• Music affects various behaviors
– Traffic flow– Dollar sales– Interaction with sales people
BackgroundBackground
• Information and processing schema incongruity theory – “when faced with stimuli that are mildly
incongruent with prior expectations, individuals will engage in more elaborative information processing.”
• People react affectively to moderate incongruity over extreme congruity – Extreme incongruity: when the consumer cannot
resolve or reason about the situation without making fundamental changes in his/her existing cognitive structure.
BackgroundBackground
– Moderate Incongruity: the consumer can resolve the situation without changes in the cognitive structure
• Hypothesis: In the moderately incongruent conditions of high (low) density and slow- (fast-) tempo music, hedonic and utilitarian evaluations of the shopping experience will be more favorable than in the congruent conditions of high (low) density and fast (slow) music
MethodsMethods
• Sample– 347 respondents– 29.2% are between 23-54– Most were 35-44– 59% female
• Mall intercept method with questionnaire (main lobby of mall)
• Density was determined high or low depending on the time of day
• Measurement was the number of people within a given space.
• Music calibrated with Muzak, using adult contemporary genre
MethodsMethods
Measures Hedonic and utilitarian evaluations were
measured with Likert-format items Behavior questions were yes or no Behavior questions included whether or
not the respondent talked to other shoppers, planned to buy, made unplanned purchases etc
MethodsMethods
Results Hedonic and utilitarian evaluations
non-significant effect for music tempo and density
Significant interactive effect The hypothesis was confirmed, as the
highest means occur for moderately incongruent conditions of fast music/high density and slow music/low density. Similar results occurred for utilitarian evaluations.
MethodsMethods
Behavior and Behavioral intentionsSignificant effect for densitynon-significant effect on music tempo non-significant effect for interactivity Shoppers spent on average $65.41 on
dense times and only $34.12 on low-density times
According to the existing research, how do a) & b) affect consumers (behaviorly and cognitively)?
a) Density
b) Music
The schema incongruency theory
Moderate incongruent situations more favorable than the extreemly congruent and incongruent scenarios.
Are there previous studies about the affect of music tempo and density on consumer’s behavioral responses?
If yes, can you give some examples?
Were moderate incongruent situations most effective/ favorable than the extreemly congruent and incongruent scenarios?
Were findings consistent with the schema incongruency theory?