Influence of musical styles on customers attitude: experimental evidences in a retail store
Autor(a) principal: | |
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Data de Publicação: | 2012 |
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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 |
Resumo: | 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. |
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Influence of musical styles on customers attitude: experimental evidences in a retail storeInfluência dos estilos musicais na atitude dos clientes: evidências experimentais em uma loja varejistaMusical stylescustomer attituderetail storeEstilos musicaisatitude do clienteloja varejistaThis 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.O presente trabalho teve como objetivo comparar a influência dos diferentes estilos musicais no comportamento e na atitude dos clientes. Foi realizado um experimento em uma loja varejista na cidade de Uberaba (MG). Neste experimento, foram testados três estilos musicais (sertanejo, axé e pop rock) e a ausência de música, como grupo controle. Os dados foram coletados por meio de um questionário estruturado com questões que procuraram medir a atitude do cliente através dos três componentes (afetivo, cognitivo e conativo). Os resultados indicaram que o estilo musical sertanejo possui influência mais positiva na atitude do cliente que os demais estilos (axé e pop rock). Adicionalmente, verificou-se que a atitude destes clientes foi menos positiva no cenário em que não havia música ambiente na loja, atestando que a música influencia positivamente a atitude independentemente do estilo musical.FUCAPE Business Shool2012-07-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/26310.15728/bbr.2012.9.3.5Brazilian Business Review; Vol. 9 No. 3 (2012): July to September 2012; 94-118Brazilian Business Review; v. 9 n. 3 (2012): Julho a Setembro de 2012; 94-1181808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/263/401http://www.bbronline.com.br/index.php/bbr/article/view/263/402Assis, Gabriela SouzaGiraldi, Janaina de Moura Engraciainfo:eu-repo/semantics/openAccess2018-11-06T19:54:47Zoai:ojs.pkp.sfu.ca:article/263Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2018-11-06T19:54:47BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false |
dc.title.none.fl_str_mv |
Influence of musical styles on customers attitude: experimental evidences in a retail store Influência dos estilos musicais na atitude dos clientes: evidências experimentais em uma loja varejista |
title |
Influence of musical styles on customers attitude: experimental evidences in a retail store |
spellingShingle |
Influence of musical styles on customers attitude: experimental evidences in a retail store Assis, Gabriela Souza Musical styles customer attitude retail store Estilos musicais atitude do cliente loja varejista |
title_short |
Influence of musical styles on customers attitude: experimental evidences in a retail store |
title_full |
Influence of musical styles on customers attitude: experimental evidences in a retail store |
title_fullStr |
Influence of musical styles on customers attitude: experimental evidences in a retail store |
title_full_unstemmed |
Influence of musical styles on customers attitude: experimental evidences in a retail store |
title_sort |
Influence of musical styles on customers attitude: experimental evidences in a retail store |
author |
Assis, Gabriela Souza |
author_facet |
Assis, Gabriela Souza Giraldi, Janaina de Moura Engracia |
author_role |
author |
author2 |
Giraldi, Janaina de Moura Engracia |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Assis, Gabriela Souza Giraldi, Janaina de Moura Engracia |
dc.subject.por.fl_str_mv |
Musical styles customer attitude retail store Estilos musicais atitude do cliente loja varejista |
topic |
Musical styles customer attitude retail store Estilos musicais atitude do cliente loja varejista |
description |
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. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012-07-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Artigo revisado pelos pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/263 10.15728/bbr.2012.9.3.5 |
url |
http://www.bbronline.com.br/index.php/bbr/article/view/263 |
identifier_str_mv |
10.15728/bbr.2012.9.3.5 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/263/401 http://www.bbronline.com.br/index.php/bbr/article/view/263/402 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FUCAPE Business Shool |
publisher.none.fl_str_mv |
FUCAPE Business Shool |
dc.source.none.fl_str_mv |
Brazilian Business Review; Vol. 9 No. 3 (2012): July to September 2012; 94-118 Brazilian Business Review; v. 9 n. 3 (2012): Julho a Setembro de 2012; 94-118 1808-2386 1807-734X reponame:BBR. Brazilian Business Review (English edition. Online) instname:Fucape Business School (FBS) instacron:FBS |
instname_str |
Fucape Business School (FBS) |
instacron_str |
FBS |
institution |
FBS |
reponame_str |
BBR. Brazilian Business Review (English edition. Online) |
collection |
BBR. Brazilian Business Review (English edition. Online) |
repository.name.fl_str_mv |
BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS) |
repository.mail.fl_str_mv |
|| bbronline@bbronline.com.br |
_version_ |
1754732237939539968 |