Cartoon music in a candy store: a field experiment.
An experiment on consumers' behavior was carried out in a new field context. According to a random assignment, 60 customers from ages 12 to 14 years who entered a candy store were exposed to Top Forty music which was usually played in this store, music from cartoons (Captain Flame, Candy, Olive & Tom, etc.), or no music. Analysis showed that customers spent significantly more time in the store when cartoon music was played, but the two styles of music were not related to the amount of money spent.
Le Guellec
Hélène
H
Université de Bretagne-Sud, 4 rue Jean Zay BP 92116, 56321 Lorient, France.
Guéguen
Nicolas
N
Jacob
Céline
C
Pascual
Alexandre
A
D000293:Adolescent; D001244:Association; D002182:Candy / Q000191:economics*; D002359:Cartoons as Topic; D002648:Child; D003132:Commerce / Q000191:economics*; D004467:Economics; D005260:Female; D006801:Humans; D008297:Male; D009146:Music