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 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.
Cebat
J C
JC
Department of Marketing, HEC-Montreal School of Management, Canada.
Vaillant
D
D
Gélinas-Chebat
C
C
D000328:Adult; D001143:Arousal; D001288:Attention; D003132:Commerce; D005260:Female; D006801:Humans; D007398:Interpersonal Relations; D008297:Male; D009042:Motivation; D009146:Music; D010565:Persuasive Communication; D012932:Social Facilitation