No full-text available
To read the full-text of this research,
you can request a copy directly from the authors.
Exploring international atmospherics: The effects of the language of global apparel retailers’ in-store music on conversion rates
Abstract
Purpose – Music is the atmospheric element in retailing which is easiest and cheapest to control
and modify, and previous research has demonstrated that music has some of the largest effects on
consumer behaviour. Although music is often considered a universal language, the effects of the
language of the music played on consumer behaviour remain largely unexplored. Although the
English language is the most popular and wide-spread in the domain of popular music, it remains
unclear whether it is also the most effective in stores of a non-English speaking country. As such,
it is important to understand how a global retailer’s music choice in foreign countries affects
consumers. In order to address this apparent gap in retail atmospherics, this research focuses on
the fit between the language of music played in stores and the store type to investigate its
subsequent effects on consumer behavior.
Design/methodology/approach – The data were obtained from a field study conducted in an
apparel store and from 241 shoppers speaking Spanish as their native language. The study
involved the manipulation of language of music (native vs foreign).
Findings – The study examines the differential effects of the language of the music played and
explains the interactions between the music-language and -volume. These gaps are addressed
with an experimental field study, conducted in a real-world setting. Results indicate that
customers in a non-English speaking country are more likely to make purchases when music is
played in English, which fits with the store’s global image. This effect is mediated by time spent
in the store.
Research implications/limitations – The paper provides insights to international retailers about
whether they should customize their in-store music atmospherics by country. However, the
findings are limited by the country sampled and future research should replicate the finding
across multiple countries and retailer types.
Practical implications – For managers of global apparel brands, the results suggest that English
music is the best option to increase time spent in the store and conversion rates. This is especially
attractive as music is an atmospheric cue that can be easily modified at less expense than other
atmospheric cues.
Originality/value – To our knowledge, this is the first study to examine how the language of the
music in physical stores influences international customers’ responses. As the majority of
atmospherics work focuses on the US, this work demonstrates that this research may not transfer
to non-English speaking countries. Thus, retailers must take special care to provide the necessary
atmospheric conditions that can create an environment and scenario that encourage shopping.
ResearchGate has not been able to resolve any citations for this publication.
Atmospheric in-store stimuli have been the subject of considerable empirical investigation for over 30 years. This research presents a meta-analysis of 66 studies and 135 effects (N = 15,621) calibrating the atmospheric effects of music, scent, and color on shopping outcomes. At an aggregate level, the results reveal that environments in which music or scent are present yield higher pleasure, satisfaction, and behavioral intention ratings when compared with environments in which such conditions are absent. Warm colors produce higher levels of arousal than cool colors, while cool colors produce higher levels of satisfaction than warm colors. The estimated average strength of these relationships ranged from small to medium. Effect sizes exhibited significant between-study variance, which can be partly explained by the moderators investigated. For instance, larger effect sizes were observed for the relationship between scent and pleasure in those samples with a higher (vs. lower) proportion of females. Data also indicated a tendency toward stronger music and scent effects in service settings as compared to retail settings. The results of this analysis, based on data aggregated across the research stream, offer retailers a guide to enhance customers’ shopping experience through judicious use of in-store atmospheric stimuli.
Consumers spend more time shopping and expect value-added options like background melodious songs, ample car parking, good ambience, prayer halls and rest rooms. The main concern is whether these facilities prolong consumers stay in the store and increase business sales. This research article is about the relationship between the background music tempo and the duration of consumers’ stay in the stores. Data from 177 respondents were received and analyzed. The results show that the tempo of music is significantly affecting the emotional state of the consumers; fast tempo music increasing the pleasure and arousal levels. Slow tempo music has consumers stay longer in restaurants and supermarkets. However, the tempo of music does not play a significant role in manipulating the duration consumers spend in a book store and apparel shop. 2015
In this article, we attempt to distinguish between the properties of moderator and mediator variables at a number of levels. First, we seek to make theorists and researchers aware of the importance of not using the terms moderator and mediator interchangeably by carefully elaborating, both conceptually and strategically, the many ways in which moderators and mediators differ. We then go beyond this largely pedagogical function and delineate the conceptual and strategic implications of making use of such distinctions with regard to a wide range of phenomena, including control and stress, attitudes, and personality traits. We also provide a specific compendium of analytic procedures appropriate for making the most effective use of the moderator and mediator distinction, both separately and in terms of a broader causal system that includes both moderators and mediators. (46 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Commercials regularly feature foreign accents. This paper aims to investigate whether the use of foreign accents in radio commercials is more effective for congruent than incongruent products, and whether foreign-accented commercials are evaluated differently than non-accented commercials. In an experiment, a group of 228 Dutch participants rated non-accented and accented commercials for four different products in a between-subject design. The products were either congruent or incongruent with the foreign accent in the commercial (e.g. a German-accented commercial for sausage vs. olive oil). Foreign-accented commercials for congruent products were assessed more positively on a number of variables than foreign-accented commercials for incongruent products. Foreign-accented commercials were rated more negatively than commercials without a foreign accent.
Advertising often confronts consumers with foreign languages, such as German or French in the U.S., but little is known about the circumstances under which this is effective. The linguistic theory of foreign-language display claims that the congruence with the product is the essential element in its effectiveness. This study investigates this premise by having Dutch participants (N = 150) evaluate ads for products that were (in)congruent with the language of the slogan (French, German, Spanish). Results show that foreign-language display is indeed more effective for congruent (e.g., wine–French) than for incongruent products (e.g., beer–French).
This study concerns the effect that music has on consumer behavior in two different retail contexts during regular opening hours. Two studies were conducted in a field setting with consumers (N=550). Consumers were recruited to answer questions regarding behavioral measures, attitudes, and mood during days when background music was played. The conclusions from the two studies are that music affects consumer behavior, but also that the type of retail store and gender influences both the strength and direction of the effect.
Purpose
Despite the relatively low cultural status of department store music, it is proposed that music – the shopping soundtrack – is capable of transforming perceptions of the environment in which it is heard, and eliciting immediate emotional and behavioural responses, thus underlining the influence of music, regardless of whether it is passively heard as a background element or actively listened to as a live performance in a dedicated venue.
Design/methodology/approach
This study addresses a gap in the marketing literature for introspective research evaluating the experience of music in service environments. It draws upon auto‐ethnographic data through which participants ponder their own consumption experience and provide detailed, subjective accounts of events and memories.
Findings
When considering the effects of music upon emotional, cognitive and behavioural responses, it highlights the importance of musicscape response moderators.
Practical implications
The service environment appears more exciting and attractive and may encourage increased spending when background music is congruous with other servicescape elements. Music with positive autobiographical resonance elicits pleasurably nostalgic emotions, positive evaluations and longer stay. However, the aural incongruity of unexpected silence in music‐free zones produces feelings of discomfort leading to negative store evaluation and departure.
Originality/value
Qualitative data are deliberately represented using typically positivist discourse to encourage resolution of the inherent tension between interpretivist and positivist perspectives and stimulate increased methodological integration (e.g. through future studies of music combining quantitative and qualitative data).
The possible links between music and language continue to intrigue sci- entists interested in the nature of these two types of knowledge, their evolution, and their instantiation in the brain. Here we consider music and language from a developmental perspective, focusing on the degree to which similar mechanisms of learning and memory might subserve the acquisition of knowledge in these two domains. In particular, it seems possible that while adult musical and linguistic processes are modular- ized to some extent as separate entities, there may be similar develop- mental underpinnings in both domains, suggesting that modularity is emergent rather than present at the beginning of life. Directions for fu- ture research are considered.
THE PARALLELS BETWEEN LANGUAGE AND MUSIC CAN BE explored only in the context of (a) the differences between them, and (b) those parallels that are also shared with other cognitive capacities. The two differ in many aspects of structure and function, and, with the exception of the metrical grid, all aspects they share appear to be instances of more general capacities.
This study tests the Mehrabian-Russell environmental psychology model in retail settings. The results suggest that store atmosphere engendered by the usual myriad of in-store variables, is represented psychologically by consumers in terms of two major emotional states - pleasure and arousal - and that these two emotional states are significant mediators of intended shopping behaviors within the store. The practical value of this approach is that retailers may be better able to explain and predict the effects of in-store changes on shopping behavior.
Studies have demonstrated frequent use of English in international advertising, but little is known about people’s preference for English versus local languages. This article empirically investigated the difficulty of the English language as a possible determinant of people’s preference for English or the local language. In an experiment, Dutch participants judged a number of car ads with English slogans that were pretested as easy or difficult to understand. They were subsequently asked to express a preference for either the English slogan or the Dutch equivalent. Results showed that easy-to-understand English slogans were appreciated better than difficult-to-understand English slogans. Moreover, the degree of difficulty in comprehension of the English slogans affected participants’ preference for English. English was preferred to Dutch when it was easy to understand; when it was difficult to understand, English was appreciated as much as the Dutch equivalent. In conclusion, the experiment provides empirical support for the role of comprehension in the preference for and appreciation of English in international advertising.
The lyrical content of Billboard No. 1 songs for each year from 1955 to 2003 was investigated across changes in U.S. social and economic conditions. Consistent with the environmental security hypothesis, popular song lyrics were predicted to have more meaningful themes and content when social and economic conditions were threatening. Trends for more meaningful, comforting, and romantic lyric ratings were observed in more threatening social and economic times. Using Linguistic Inquiry and Word Count software, songs with more words per sentence, a focus on the future, and greater mention of social processes and intergroup themes were popular during threatening social and economic conditions. Limitations and possible implications are discussed.
Within the context of an undergraduate registration queue, this study confirmed perceived wait duration to be a significant, positive function of the tempo of background music, and a significant, negative function of musical liking. In addition, it identified how the presence of music significantly reduced mean perceived duration estimates. Slow-tempo music produced significantly more positive affective responses than fast-tempo music in terms of satisfaction, relaxation, and positive disconfirmation of expectations of wait duration. The presence of music enhanced positive affective response with low crowd density, but diminished it with high crowd density. Musical liking significantly enhanced positive affective responses.
Purpose
This paper aims to better understand the effect of store atmospherics on the employees' cognitive, affective and physiological responses. It tries to build on store atmospherics literature to gain more insights on how these store atmospherics – often handled to produce positive outcomes among consumers – affect employees' attitudinal and behavioural reactions.
Design/methodology/approach
This study adopted an explanatory approach. In‐depth interviews were conducted with 13 employees working in internationally reputed clothing stores. A content analysis was carried out.
Findings
The study reveals that employees could adopt avoidance behaviours because of the environmental factors. Specifically, it suggests that the lack of variation in the musical program, incongruence of music genre – salespersons musical preferences, long exposure to the same rhythms, task complexity, crowding, might affect the employees' attitudinal and behavioural responses. In addition, the relationships between the sales force team are found to influence employees' reactions.
Research limitations/implications
Because of the complexity of the subject matter and the research approach adopted, the study findings may lack generalisability. Further studies are required to test the suggested framework in different service settings.
Practical implications
The study finding stresses the need that in an attempt to produce positive reactions from consumer, clothing stores managers should also devote attention to employees' responses to store atmospherics as they might inhibit the quality of the service delivery process.
Originality/value
This paper fulfils a recognized call to thoroughly understand the impact of store atmospherics on employees' reactions in services marketing. The study enlarges the scope of store atmospherics research in marketing to encompass not only the consumer's reactions but also the employee's ones.
Research on how store environment cues influence consumers' store choice decision criteria, such as perceived merchandise value and shopping experience costs, is sparse. Especially absent is research on the simultaneous impact of multiple store environment cues. The authors propose a comprehensive store choice model that includes (1) three types of store environment cues (social, design, and ambient) as exogenous constructs, (2) various store choice criteria (including shopping experience costs that heretofore have not been included in store choice models) as mediating constructs, and (3) store patronage intentions as the endogenous construct. They then empirically examine the extent to which environmental cues influence consumers' assessments of a store on various store choice criteria and how those assessments, in turn, influence patronage intentions. The results of two different studies provide support for the model. The authors conclude by discussing the results to develop an agenda for additional research and explore managerial implications.
Purpose
– The purpose of this paper is to present a literature review that highlights significant findings from empirical research examining the impact of music within various real and simulated service environments.
Design/methodology/approach
– The paper examines the results of studies that have manipulated specific musical variables (genre, tempo, volume, and liking), and attempts to identify consistent patterns of findings to guide managers and researchers. The studies focus upon a range of dependent variables including evaluation of the environment, perceived wait and stay duration, consumption speed, affective response, and spending. Possible explanations for apparently inconsistent findings are discussed.
Findings
– A variety of studies reveal the positive influence of musical congruity upon desired outcomes. Future research proposals identify the need to examine defining‐attribute and prototype theories of musical congruity.
Originality/value
– The review highlights a range of implications drawn from the studies that will be of value to service organization managers who use music as a key component of their servicescape in order to enhance desired cognitive and affective responses.
This paper critically reviews the literature available and presents an empirical study that examines the effects of background music on in-store shopping behavior. It finds that music tempo variations can significantly affect the pace of in-store traffic flow and dollar sales volume.
This article presents a large-scale cross-sectional field study of the effect of store environment on consumer emotions and the resulting influence on aspects of consumer behavior with actual shopping behavior used as an example. Cast into a stimulus–organism–response framework, the results suggest that a consumer's emotions can be a mediating factor in the purchase process. In this study, we identify and explore how store environment and emotional states may influence various dimensions of purchase behavior. This research confirms that although cognitive factors may largely account for store selection and for most planned purchases within the store, the environment in the store and the emotional state of consumers may be important determinants of purchase behavior. This research has many pragmatic applications, because pleasure was associated with the amount of money spent and affinity for the store, whereas arousal was associated with money spent in the store, time spent in the store, and the number of items purchased in the store. © 1997 John Wiley & Sons, Inc.
Managers believe that in-store music has positive effects on customers' responses; consequently, it is widely used in different service settings such as supermarkets and coffee shops. However, prior research shows inconclusive results about the effects of in-store music – namely positive, non-significant and even negative effects. To shed more light on the actual effects of in-store music, the authors provide a systematic literature review of journal articles to explore such effects in six frequently studied service settings: supermarkets, retail, restaurants, bars, cafeterias and banks. The present literature review has three objectives. First, the authors develop a conceptual framework to provide structure and guidance to the research stream about in-store music in service settings. Second, the authors take a closer look at the existence of in-store music (i.e., whether the presence of in-store music helps, has no effect, or ‘hurts’) as well as on the design of in-store music for each service setting separately (i.e., how in-store music has to be designed to have beneficial effects). Third, after elaborating the status quo (what do we know?), this review identifies areas for future research (what do we need to know?).
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.
Purpose
– The purpose of this paper is to ascertain the effect of age, gender and education level on customer evaluations of store atmospheric attributes (colour, lighting type, musical genre/tempo/volume, circulation area, lighting, climatic conditions, ambient scent and cleanliness) in the context of retail furniture stores.
Design/methodology/approach
– To that end, a questionnaire was administered to 273 customers who shopped at furniture stores in the Siteler district of Ankara. The reliability coefficients of the data were defined based on their percentage values. Then, to examine the effect of age, gender and education level on customer evaluations of store atmospheric attributes, the appropriate χ2 analysis was applied.
Findings
– Significant differences in customer evaluations of store atmospheric attributes emerged based on age, gender and education level. Based on those results, certain store atmospheric attributes (colour, lighting type, musical genre/tempo/volume) preferred by customers were suggested to enhance the design of furniture stores. In addition, the store’s circulation area, lighting, climatic conditions, ambient scent and cleanliness were found to have a significant impact on the duration of customer visits to furniture stores.
Originality/value
– The study scientifically assessed the effects of age, gender and education on the perceptions of customers in terms of ambient atmosphere. Application of these findings to store design should have positive effects on the willingness of customers to remain in the store and should positively affect their shopping decisions.
Theories of schematic, or representational, thinking posit that schema congruity and incongruity direct people's evaluative, inferential, and action processes. However, to date research has not provided a test of schema (in)congruity theory for important environmental cues, such as the effect of retail store environment on brand judgments. Within the framework of schema (in)congruity, this paper tests the effects of retail store environment on brand judgments. Empirical evidence in support of the congruity theory, theoretical implications of the findings, and directions for future research are provided.
The close ties between the U.S. and Mexican market has led to an increasing number of American firms considering operations south of the border. A number of segments within the Mexican market represent substantial opportunities for U.S. companies. This study considers the information sources used to form brand preferences by the emerging adolescent segment in the Mexican market when compared to their American counterparts. The findings indicate that Mexican adolescents are receptive to outside information sources in forming brand preferences for products at various involvement levels. However, significant differences exist between Mexican and American adolescents suggesting that, for U.S. firms to be successful in reaching this market segment in Mexico, a specialized advertising strategy may be advisable.
Music congruity effects on consumer behavior are conceptualized in terms of cognitive priming of semantic networks in memory, and operationalized as congruent with a product's country of origin (Experiment 1), or congruent with the utilitarian (Experiment 2) or social identity (Experiments 2 and 3) connotations of a product. Hearing a specific genre of music (e.g., classical) activates related concepts in memory (e.g., expensive, sophisticated, formal, educated), which influences the memory for, perception of, and choice of products. Consistent with this account of music congruity effects, three laboratory experiments show that playing music of a specific genre during initial product exposure improved subsequent recall of conceptually related (i.e., congruent) products compared to unrelated products (Experiment 1), affected product choice in favor of congruent products (Experiment 1), and affected how much participants were willing to pay for congruent products (Experiments 2 and 3).
That music affects human beings in various ways has probably been presumed as long as people have played music. Many marketing practitioners already accept this notion, given that music is increasingly used as a stimulus in the retail environment as well as in radio and television advertising. Yet, fewer than 20 published empirical studies in marketing have music as their focus. The author reviews the small body of marketing literature, surveys relevant literature outside marketing, and provides research propositions to guide future studies.
Store atmospherics affect consumer behavior. This message has created a revolution in sensory marketing techniques, such that across virtually every product category, retailers and manufacturers seek to influence the consumer's “sensory experience.” The key question is how should a company design its multisensory atmospherics in store to ensure that the return on its investment is worthwhile? This paper reviews the scientific evidence related to visual, auditory, tactile, olfactory, and gustatory aspects of the store environment and their influence on the consumer's shopping behavior. The findings emphasize the need for further research to address how the multisensory retail environment shapes customer experience and shopping behavior.
Customers' in‐store experiences are having a profound impact on their shopping behavior. In this special issue, two key variables are highlighted: the retail environment and role of nonverbal cues. The eight papers in this special issue present numerous cutting edge issues in these two research domains. Each of these papers and some of their salient contributions are briefly overviewed in this introductory editorial. The goal of this special issue (and the articles in it) is to serve as an impetus for additional research.
A person-place congruency framework is proposed that predicts more affectively charged atmospherics, such as background music, will positively affect impulsive shoppers, whereas atmospherics that tend to facilitate more cognitive consumer processing, such as ambient scent, will positively affect contemplative shoppers. Expectations are supported in a large-scale field study (N = 774).
Extending research by North and Hargreaves (1998), this study investigated the effect of music on perceived atmosphere and purchase intentions in a restaurant. Four musical styles (jazz, popular, easy listening and classical) and no music were played in a restaurant over two consecutive weeks. Results indicated that different types of music had different effects on perceived atmosphere and the amount patrons were prepared to spend. Classical, jazz and popular music were associated with patrons being prepared to spend the most on their main meal. This value was found to be significantly lower in the absence of music and when easy listening was played. There was some evidence that the type of music also had an effect on the amount of money patrons actually spent in the restaurant. Overall, the study contributes to the development of a model that seeks to account for the relationship between music and consumer behaviour. Copyright
Classical music, pop music, and no music were played in a British restaurant over the course of 18 evenings. The mean spend per head for each table was calculated for starters, main courses, desserts, coffee, bar drinks, wine, overall drink bill, overall food bill, and total spend. Total time spent in the restaurant was also measured. A MANOVA analysis revealed that there was an overall significant difference between the conditions with classical music leading to higher spending than both no music and pop music. Univariate analyses indicated that there were differences between the conditions on mean spend per head on starters, coffee, total spend on food, and overall spend. These findings were consistent with the limited previous research, which indicated that the playing of background classical music led to (a) people reporting that they were prepared to spend more and (b) higher actual spending. The results indicate that restaurant managers can use classical music to increase customer spending, and the results are discussed in terms of three possible explanations for this.
After a review of research on the use of store music, an experiment was conducted comparing the effects of background and foreground music on clothing store shoppers. In-store interviews revealed a preference for foreground music but customers’ moods and unplanned purchases were not substantially enhanced by hearing foreground music. However, customers’ perceptions of their shopping time varied with the type of music, depending on their age. Counter to expectations, the effects of music did not vary with the type of music, depending on their age. Counter to expectations, the effects of music did not vary with time of day. These results suggest that choosing to play store music solely to satisfy customers’ preferences may not be the optimal approach but rather music should be varied across areas of a store that appeal to different-aged customers.
This paper will critically review the limited literature available on the topic and present an empirical study that examines the effect of background music on the behavior of restaurant customers. It was found that music tempo variations can significantly affect purchases, length of stay, and other variables examined.
This article explores the psychological processes by which background music in servicescapes influences service evaluation and purchase intention. Drawing on the dual model of environmental perception, it is hypothesized that: (1) servicescape is perceived in an ambient holistic manner and serves as the background for perceptions of the provider and thereby has direct and provider-mediated effects on outcomes; (2) the presence of music influences outcomes because it reinforces the holistic quality of the servicescape, makes the provider stand out, and moderates the contribution of provider-mediated servicescape effects; (3) when pleasant music is present, a double-mediating process fully accounts for the impact of variations in the music valence, such that music valence gets transferred into servicescape attitude, which then exercises direct and provider-mediated effects on service outcomes. Two experimental studies in real and online environments support the above research hypotheses.
Purpose
– The purpose of this paper is to examine the role of atmospherics in the creation of an hedonic retail experience by comparing the perceived differences between a retail environment attempting to provide an hedonic experience and one with a more utilitarian focus.
Design/methodology/approach
– A qualitative methodology was employed, using protocol analysis and in‐depth semi‐structured interviews that were conducted with ten participants.
Findings
– The paper highlights several atmospheric cues and their influence on the hedonic retail experience. The first category of cues – attractive stimuli – were those cues that attracted attention, exciting the participant and eliciting approach behaviours. The second category – facilitating stimuli – included those cues that were necessary in order to facilitate product engagement.
Originality/value
– The paper provides a broad categorisation of atmospheric cues, providing factors that shop designers can be aware of when creating a store with the hedonic experience in mind.
Reports the findings of a controlled field study examining the effects of background music on shopping behavior in a traditional service environment: a supermarket. Finds that musical preference influenced both the amount of time and money shoppers spent in the service environment, although musical tempo and volume had no observable effects. Provides additional insight into the effects of background music on shopping behavior as well as some important considerations for the design of retail and service environments and ambience.
Purpose
The purpose of this review is to examine the influence of music on consumption experience and explore the relationships between musical variables and consumer responses in the context of retailing.
Design/methodology/approach
The paper is based on the review of studies conducted over last 30 years, empirical and conceptual, dealing with a large number of music‐related variables and their impact on various dimensions of consumption experience.
Findings
The studies report that music influences consumption experience at cognitive, emotional, and behavioural levels, specifically with regard to attitudes and perceptions, time and money spend, and moods and feelings, in retail experience. The influence of music is moderated by customer and store profiles, purchase timings, and other ambience factors.
Research limitations/implications
The study provides important insights into critical issues related to influence of music, for future research.
Practical implications
The research brings out important issues for designing musical environment in the retail stores to influence shopping experience and consumer responses.
Originality/value
Based on a critical review of important studies, the present paper proposes a framework to understand the effect of music on consumption experience in retail stores.
The effects of atmospherics (i.e., a product display, pleasant and [in]appropriate ambient fragrances) on approach responses toward a product (global attitude, purchase intention, estimated price, and price the customer is willing to pay) and pleasurable experiences (sensory, affective, and cognitive pleasure) were investigated. In addition, the mediating effects of sensory, affective, and cognitive pleasure on approach responses toward a product were examined. Statistical analysis of responses of 109 female subjects each randomly assigned to one of four treatments showed that the appropriately fragranced display generated the most positive effect on approach responses and pleasurable experiences. A component of cognitive pleasure (seeing oneself in a fantasy) and multisensory pleasure mediated two approach responses: attitude toward the product and purchase intention. Findings suggest the importance of combining a display with environmental fragrancing as a marketing tool, but careful selection and application of environmental fragrances are required. © 2000 John Wiley & Sons, Inc.
Retailers are finding it more and more difficult to differentiate their stores based upon the traditional components of the retail mix. Retail store elements such as colour, lighting and visual merchandising have always been considered as having immediate effects on the buying decision making process. Retail stores need to be much more than just passive places that display merchandise for sale. When shoppers make purchase decisions they may respond to more than just the tangible product or service being offered. Music can be a critical component of store atmosphere and can play an important role in the purchase decision- making process. Published research on the impact of music on retail experience is very limited and a considerable gap in the literature exists. To determine the role that music plays in shaping retail brand and its impact on shopping behaviour, an exploratory study was conducted into several leading retail concepts including Borders Books, FAO Schwarz, Nike Town and Victoria's Secret. Key findings indicated that store atmosphere can influence the perception of the uniqueness of products and service levels, specifically programmed music can play a role in store stay and travel time and a personalised music strategy can support a retail brand and make a connection with specific target markets.
The atmospheric effects of music were tested in a restaurant setting. Four conditions were applied in a type of latin square design with meal duration and expenditure (food and drinks) as dependent variables. The four conditions related volume (loud vs soft), tempo (fast vs slow), style (popular vs unpopular) and the absence of any music. The findings showed that only volume had a significant effect on meal duration and expenditure (both food and drinks), although an additional finding that would require further experimental verification was that the presence of music of any type significantly affected duration and expenditure when compared to the absence of music. To explain the findings a distinction was made between active and passive activities, and it was suggested that different mechanisms explained the atmospheric effects for each. Active activities could be explained by the environment typicality argument whereas the boredom alleviation model could explain passive activities.
Purpose – The paper aims to investigate the problems encountered in retail international joint ventures (IJVs). It synthesizes and applies transaction cost economics and strategic management theories to help explain the dynamics within the international retail joint venture (IRJV) process. Design/methodology/approach – Applies a multiple case study approach based on a sample of UK-based retailers during the retail internationalisation process. Findings – Highlights the key problem areas encountered by retailers involved in IJV activity. Concludes that in contrast to production-driven joint venture activity, retailers appear to have a shorter and intensive adjustment period to effectively co-ordinate operational activity and bridge the corporate and behavioural differences between themselves and the partner. Research limitations/implications – Focuses on a sample of UK retail companies only. Given the intensive instantiation process, a predetermined approach may be more appropriate for retail firms to avoid problematic outcomes in IJV management. Practical implications – Retail companies may experience post formation risk in joint ventures, arising from partner resource limitations. Differences in management capability between the partners may lead to ineffective collaboration and poor operational performance. Originality/value – Addresses a previously neglected area of research and provides insights into the management of IRJV. Examines the relevance of key theoretical perspectives in relation to the problems encountered in IRJV activity.