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Journal of the Academy of Marketing Science
Erschienen in: Journal of the Academy of Marketing Science 1/2019

30.04.2018 | Original Empirical Research

Sounds like a healthy retail atmospheric strategy: Effects of ambient music and background noise on food sales

verfasst von: Dipayan Biswas, Kaisa Lund, Courtney Szocs

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 1/2019

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Abstract

Retail atmospherics is becoming an increasingly important strategic tool for stores and restaurants. Ambient music and background noise are especially important atmospheric elements given their ubiquity in retail settings. However, there is high variation in the volume of ambient music and background noise, with some stores/restaurants having very loud ambience and others having very quiet ambience. Given the variation in loudness levels at stores/restaurants, and the managerial ease of adjusting volume level, we investigate the consequences of ambient music (and background noise) volume on food choices and sales. A pilot study, two field experiments, and five lab studies show that low (vs. high or no) volume music/noise leads to increased sales of healthy foods due to induced relaxation. In contrast, high volume music/noise tends to enhance excitement levels, which in turn leads to unhealthy food choices.
Vorheriger Artikel Theoretical underpinnings of research in strategic marketing: a commentary
Nächster Artikel Effects of channel members’ customer-centric structures on supplier performance

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Metadaten
Titel
Sounds like a healthy retail atmospheric strategy: Effects of ambient music and background noise on food sales
verfasst von
Dipayan Biswas
Kaisa Lund
Courtney Szocs
Publikationsdatum
30.04.2018
Verlag
Springer US
Erschienen in
Journal of the Academy of Marketing Science / Ausgabe 1/2019
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-018-0583-8

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