Influence of musical styles on customers attitude: experimental evidences in a retail store

• Autor(a) principal: Assis, Gabriela Souza
• Data de Publicação: 2012
• Outros Autores: Giraldi, Janaina de Moura Engracia
• Tipo de documento: Artigo
• Idioma: eng; por
• Título da fonte: BBR. Brazilian Business Review (English edition. Online)
• Texto Completo: http://www.bbronline.com.br/index.php/bbr/article/view/263
• topic: Musical styles; customer attitude; retail store; Estilos musicais; atitude do cliente; loja varejista

This study aimed to compare the influence of different musical styles on customers’ behavior and attitude. An experiment was conducted in a retail store in the city of Uberaba (MG). In this experiment, three different musical styles were tested (country, axé and pop rock) and the absence of music was the control group. Data were collected through a structured questionnaire which sought to measure customer attitudes through three components (affective, cognitive and conative). Results indicated that the country musical style has more positive influence on customer attitude than other styles (axé and pop rock). Moreover, it was found that the consumers’ attitude was less positive in the scenario where there was no background music in the store, showing that music positively influences the attitude regardless of musical style.