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The Effects of Music in a Retail Setting on Real and Perceived Shopping Times « Research « Industry Resources « Downloads
|Date posted||January 15, 2014|
|Categories||Research, Industry Resources|
In this study, Researchers from Washington State and University of Washington looked at the effects of music and shopping behavior. Seventy-one individuals from university marketing classes were asked to participate in a new product evaluation. Dividing into groups of three to six, ten articles of outdoor outerwear was displayed on tables, with two different types of music played. Half of the subjects were given a fixed amount of time to look at the items, while the other half were given an unlimited amount of time to select objects from the table.
Once subjects selected an item they then filled out a questionnaire. Results in this study found that respondents perceived a longer shop time when they were exposed to familiar music when in actuality they had longer shop times when they were exposed to unfamiliar music. Additional findings in the emotional response.