RAC: Revista de Administração Contemporânea (Mar 2016)

Efeitos da Música ao Vivo e Mecanizada em Ambientes de Varejo Supermercadista

  • Marconi Freitas da Costa,
  • Salomão Alencar de Farias

DOI
https://doi.org/10.1590/1982-7849rac2016150019
Journal volume & issue
Vol. 20, no. 2
pp. 154 – 174

Abstract

Read online

This article aimed to analyze the effect of live music, compared to mechanized music, and the absence of music on consumer behavior in supermarket environments. Two field experiments were conducted in two supermarkets. The results of both studies show empirical evidence that live music, as compared to mechanized music (and the absence of music), is able to influence consumers’ affective aspects, leading them to assess the retail environment more positively, to show more favorable behavioral intentions, such as recommending the company to friends and making positive comments, among others. In addition, live music seems to be more influential on consumer behavior when they are less concentrated on buying activity.

Keywords