Jasmine Moradi

Jasmine Moradi
Jasmine Moradi · Behavioural Scientist & Lead UX Researcher

BSc

About

5
Publications
6,478
Reads
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5
Citations
Citations since 2017
4 Research Items
5 Citations
20172018201920202021202220230.00.51.01.52.02.53.0
20172018201920202021202220230.00.51.01.52.02.53.0
20172018201920202021202220230.00.51.01.52.02.53.0
20172018201920202021202220230.00.51.01.52.02.53.0
Introduction
Skills and Expertise

Publications

Publications (5)
Article
Det är sedan länge känt att bakgrundsmusik kan påverka hur konsumenterna upplever och agerar på en marknadsplats. Vi vet däremot väldigt lite om personalens upplevelser av bakgrundsmusiken, samt vad effekterna blir om personalen i högre utsträckning kan påverka den musik som spelas i butiken. Det övergripande syftet med detta projekt har varit att...
Article
Full-text available
The effects of in-store music on consumer behavior have attracted much attention in the marketing literature, but surprisingly few studies have investigated in-store music in relation to employees. Conducting a large-scale field experiment in eight Filippa K fashion stores in Stockholm, Sweden, we investigate whether it is beneficial for store owne...
Article
Full-text available
Businesses might use music to align consumers with brand values, thereby inuencing consumers' choices and perceptions. However, previous studies have focused on the eects of various characteristics of the music choice (e.g., tempo and style) and not on the eect of the congruence between music and brand values. Our cooperation with Soundtrack Your B...
Article
Full-text available
Businesses might use music to align consumers with brand values, thereby influencing consumers' choices and perceptions. However, previous studies have focused on the e�effects of various characteristics of the music choice (e.g., tempo and style) and not on the e�effects of the congruence between music and brand values. Our cooperation with Soundt...
Thesis
This paper examines the impact of the congruence between the background music and the brand image on the customer behavior in retail store. The thesis’s hypotheses are built after the famous S-O-R-model that unveils if congruence background music affects the customers’ emotions, brand image and response. The aim of the study is mainly to answer if...

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