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Qualitative interviews
The sound of silence:Why music in supermarkets is just a distraction
This research shows that many if not all, supermarket customers can deconstruct the soundscape and isolate elements that provoke different emotional reactions. However, the effect of music in supermarkets remains marginal, perhaps only affecting a very small number of consumers, or in fact having no effect at all. Consumers on the whole, are largely unaware of music within the store; a conscious appreciation or even awareness of music is rare amongst consumers and this absence of direct impact needs to be explored further.
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Co-creation of background music: A key to innovating coffee shop management
When customers are integrated in the choice of music that already is congruent with the environment the perceived mood of the customer is increased which leads to increased approach behaviors – in this case they spend more time and money in the store.
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