Sound Retailing: A Review of Experimental Evidence on the Eects of Music on Shopping Behavior

Abstract

Over 30 years after Kotler (1973) called it an atmospheric eect, music is still being played in retail establishments for the enjoyment and engagement of customers and employees. To many of us it is simply a form of entertainment. But to the retailer, music continues to be a key element in the retail environment. Bitner (1992) suggested that it was the key ambient condition of the servicescape. From a psychological perspective, it has been shown that music can aect everything from the moods of shoppers to their attitude toward the store and its employees. From a marketing perspective, it can position the retail establishment and help dierentiate it from its competitors by stimulating the development of what Robert Kozinets called in Chapter 1 the “brand scape.” Now with increasing competition that retailing is facing from e-tailing, music may be the at-mus-pheric eect that interacts with other atmospheric eects to distinguish bricks from clicks and result in sound retailing.

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