Pinto, P., Hawaldar, I. T., & Pinto, S. (2020). Impulse buying behavior among female shoppers: Exploring the effects of selected store environment elements. Innovative Marketing, 16(2), 54-70. Web.
The 2020 study by Pinto and colleagues examines how personnel, store layout, and ambient elements affect customers’ impulsive decision-making when they visit stores. Music is an appealing ambient factor since it is a readily controlled aspect of the environment through tempo variation (Pinto et al., 2020). When rapid music is played in the store, customers buy impulsively (Pinto et al., 2020).
At the same time, the study’s findings suggest that while a store’s ambiance is essential in determining customer satisfaction, the number of employees and their sales abilities are essential factors in impulsive buying and tangible assets to the retail business (Pinto et al., 2020). Therefore, the article successfully demonstrates that the music factor alone cannot be responsible for impulse purchases and is connected to other factors, such as the store’s layout and employees.
Rodgers, W., Yeung, F., Odindo, C., & Degbey, W. Y. (2021). Artificial intelligence-driven music biometrics influencing customers’ retail buying behavior. Journal of Business Research, 126, 401-414. Web.
The 2021 study by Rodgers and colleagues investigates how artificial intelligence-based face and music biometrics affect consumers’ mental and psychological states and how this affects their behavioral reactions in terms of generating value. Stated differently, the authors contend that artificial intelligence contributes to people’s understanding of musical trends and their impact on consumer behavior. For instance, the authors contend that listening to enjoyable music may cause the release of dopamine and other neurotransmitters linked to reward (Rodgers et al., 2021).
While clients shop, shopping centers that use neural networks or machine learning devices can improve their moods or reduce tension (Rodgers et al., 2021). In this instance, when consumers are exposed to music while shopping, it can regulate, enhance, and lessen unpleasant emotional states like stress or exhaustion (Rodgers et al., 2021). Overall, with the help of such findings, the readers can see the importance of understanding complex concepts that can help in shopping mall management. Such a contribution to the field demonstrates the integration of artificial intelligence in all areas of the retail sector.
Sun, W., Chang, E. C., & Xu, Y. (2023). The effects of background music tempo on consumer variety-seeking behavior: The mediating role of arousal. Frontiers in Psychology, 14. Web.
The 2023 article by Sun and colleagues stresses the effects of music on the purchasing behavior of consumers. For example, diverse purchases can assist businesses in striking a balance between sales and inventory, which is crucial for maximizing profitability (Sun et al., 2023). More specifically, fast-paced background music makes people more likely to look for variation (Sun et al., 2023). Because fast-paced background noise increases customers’ levels of excitement, which in turn increases their propensity to search for variation, the main impact is amplified by stimulation (Sun et al., 2023).
Moreover, the effect of background music pace on consumers’ tendency to seek variation is mitigated by respondents’ familiarity with the music (Sun et al., 2023). The speed of music in the background will significantly influence consumers’ preference for variety when they are well used to the type of music they listen to (Sun et al., 2023). As a result, music is a crucial component in inducing purchases and variety-seeking approaches.
Wang, S., Mirny, D., & Moulton, T. (2023). Music in consumer behavior: The effect of background music on time perception for online consumers. Journal of Student Research, 12(1), 1-9. Web.
The 2023 study by Wang and colleagues does not simply focus on the songs as a marketing tool but emphasizes how they influence the perception of time. In businesses, background music is a key instrument for advertising that uses tempo changes, lyrics, dynamics changes, and many other musical aspects to create experiences for consumers (Wang et al., 2023). For example, many recall their childhood experiences of standing in line for ice cream while enjoying melodies from ice cream trucks (Wang et al., 2023).
The current study adds to this work by assessing customer behavior and experimentally changing the background music type in a web-based purchasing activity. Both their impression of the amount of time they spent on an assignment and their readiness to pay for a range of hedonistic and utilitarian goods were measured (Wang et al., 2023). In contrast to other studies, the current findings provide insight into how various musical genres influence how customers perceive time in a retail environment (Wang et al., 2023). Thus, the work contributes to a better understanding consumer perceptions and the main factors that can shift them.
Yi, F., & Kang, J. (2019). Effect of background and foreground music on satisfaction, behavior, and emotional responses in public spaces of shopping malls. Applied Acoustics, 145, 408-419. Web.
The purpose of the 2019 study by Yi and King is to investigate the effects of various music genres on consumers’ emotional reactions to the commercial setting, behavior intention, and level of fulfillment in public shopping malls. The findings demonstrated that although foreground music can raise arousal, background music can improve people’s favorable assessments of their surroundings, encourage approach behavior, and enhance satisfaction and control (Yi & Kang, 2019).
Compared to other places, a vast atrium space has a much stronger musical effect (Yi & Kang, 2019). Regarding specific musical environments, men are more satisfied and aroused than women, while elderly individuals are less receptive to music and more accepting of their surroundings than younger ones (Yi & Kang, 2019). Therefore, the given study’s findings make a significant contribution to the field by demonstrating the intricacies of music as a marketing tool.