Atmospheric Music Fit As A Driver Of Shopper Store Evaluations And Their Behavioral Responses

Abstract

This study examines effects of background music fit on consumer evaluative and behavioral responses across two distinct retail formats. Existing body of theoretical and empirical research serves as a basis for development of research hypotheses, which are subsequently tested using store-intercept data of adult shoppers. Covariance analyses reveal insightful implications of study findings for future research and management of retail brands.