Does Background Music in a Store Enhance Salespersons' Persuasiveness?

Background music has been studied as a key element of the store atmosphere in terms of its emotional effects; however, previous studies have shown also that music may have cognitive influence on consumers. How does music affect the salespersons' persuasive efforts within the store? To answer th...

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Bibliographic Details
Published in:Perceptual and motor skills 2000-10, Vol.91 (2), p.405-424
Main Authors: Chebat, Jean-Charles, Vaillant, Dominique, Gélinas-Chebat, Claire
Format: Article
Language:English
Subjects:
Adult
Arousal
Attention
Commerce
Consumer behavior
Emotions
Female
Humans
Interpersonal Relations
Male
Motivation
Music
Persuasive Communication
Retail stores
Salespeople
Social Facilitation
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Summary:Background music has been studied as a key element of the store atmosphere in terms of its emotional effects; however, previous studies have shown also that music may have cognitive influence on consumers. How does music affect the salespersons' persuasive efforts within the store? To answer this question an experimental study was designed to assess the effects of four levels of arousing music conditions (no-low-moderate-high arousing music). The level of pleasure of the musical pieces was controlled for. Music does not moderate significantly the effects of the salespersons on the intent to buy, but low and moderately arousing music (similarly low and moderately interesting musical pieces) does influence significantly the effects on the acceptance of the salesperson's arguments and the “desire to affiliate,” i.e., to enter into communication.
ISSN:0031-5125
1558-688X
DOI:10.2466/pms.2000.91.2.405