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

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Irena Vida



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.


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