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The research library of POPAI serves to identify, preserve and make available research and insights of enduring value. POPAI’s aim is to make conditions suitable for access and to support research that will add to the literature of marketing at retail and shopper marketing and to elevate the medium on par with other marketing mediums.Access the research library. 

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The Effects of Music in a Retail Setting on Real and Perceived Shopping Times « Research « Industry Resources « Downloads

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Version2000
Date postedJanuary 15, 2014
Downloaded5 times
CategoriesResearch, Industry Resources

Description

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.

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