The Sound of Silence: why music in Supermarkets is just a distraction
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Hynes, N. and Manson, S. 2015. The Sound of Silence: why music in Supermarkets is just a distraction. Journal of Retailing and Consumer Services. 28: pp. 171-178.
Journal of Retailing and Consumer Services
Curtin Graduate School of Business
Retailers use music in the service environment to try to change consumer behaviour with a view to increasing spend, or improving consumer mood. Previous research has largely focused on music but ignored the effects of other noises within a servicescape: yet all noises can impact consumers' affective states, and their behaviour. This study examines the role of both planned and other sounds within the supermarket environment. In particular, this study investigates the cognizant and emotional reactions of supermarket customers, and explores their shopping intentions in the context of shoppers' understanding of and reaction to the sounds they perceive.