An Upbeat Crowd: Fast In-Store Music Attenuates the Negative Effects of High Social Density on Retail Sales
We propose that in-store music can alleviate negative effects of high social density in retail stores. A large-scale field experiment revealed an inverted u-shape effect of social density on customer spending, which was moderated by music tempo: Fast music strongly increased spending under high density conditions.
Citation:
Klemens Knoeferle, Vilhelm Paus, Carlos Velasco, Business School, and Alexander Vossen (2017) ,"An Upbeat Crowd: Fast In-Store Music Attenuates the Negative Effects of High Social Density on Retail Sales", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 71-72.
Authors
Klemens Knoeferle, BI Norwegian Business School, Norway
Vilhelm Paus, Saatchi & Saatchi, Norway
Carlos Velasco, BI Norwegian,
Business School, Norway,
Alexander Vossen, University of Siegen, Germany
Volume
LA - Latin American Advances in Consumer Research Volume 4 | 2017
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