Efeitos da Música ao Vivo e Mecanizada em Ambientes de Varejo Supermercadista

Abstract

This article aimed to analyze the effect of live music, compared to mechanized music, and the absence of music on consumer behavior in supermarket environments. Two field experiments were conducted in two supermarkets. The results of both studies show empirical evidence that live music, as compared to mechanized music (and the absence of music), is able to influence consumers’ affective aspects, leading them to assess the retail environment more positively, to show more favorable behavioral intentions, such as recommending the company to friends and making positive comments, among others. In addition, live music seems to be more influential on consumer behavior when they are less concentrated on buying activity.