Naslov
The Aural Nature of Atmosphere in a Retail Setting

Autori
Renko, Sanda ; Gregur, Tomislav

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
Socio-Economic Perspectives on Consumer Engagement and Buying Behavior

Urednik/ci
Kaufmann, Hans, Ruediger ; Fateh Ali Khan Panni

Izdavač
IGI Global

Grad
Hershey (PA)

Godina
2017

Raspon stranica
290-311

ISBN
978-1522521396

Ključne riječi
music, atmosphere, retailing, consumer, Croatia, store patronage

Sažetak
The potential influence of music in eliciting organic reactions has been appreciated since ancient times. Knowing that consumers typically receive exposure to many hours of music each day, scientists and marketers have recognized its potential in consumer behaviour and decision making. Literature suggests that customers like hearing music when they shop, and feel that the retailer providing music cares about them. Retailers have to work diligently to keep their stores favourable in the mind of consumers. Both practitioners and researchers supported the argument that music is a beneficial element in the use of atmospherics in business. Based on the empirical research this chapter provides an insight into the role of music as an important element in retail store atmosphere. The chapter explains the complex character of music, its classifications and key variables, and interaction with other atmospheric cues. The chapter concludes that music has a significant influence on consumer behavior, and that retailers must ensure that they are playing music that their target markets like in their stores.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA