Effects of Music Induced Arousal on Cognitive Responses and Store Image

Abstract

How consumers’ mood, perceived waiting time and store atmosphere are affected by background music is analyzed in two shopping situations : first when they wait for the salesclerk who is expected to provide them with a service in a store (pre-service situation) and, second, once the service is performed and they wait at the cash register (post-service situation). Hypotheses derived from Zakay’s Resource Allocation Model-RAM- (1989, 1994) and related models, lead to test whether consumers exposed to three levels of music tempo show significantly different patterns of relations between mood, perceived store atmosphere and waiting time. The two service situations are simulated through the use of videos. Subjects (N=249) are exposed to three (pre-tested) equally pleasant music pieces the tempo of which is either low or moderate or high; the arousing effects of tempo are also pre-tested. Results from linear equations systems show two very significantly different effects of music induced arousal on store and time related thoughts and on store image. The results are interpreted in light of RAM and the service literature.