In-store music in fashion stores
- The purpose of this paper is to identify the role of in-store music in the fashion retail environment and to describe music as an atmospheric building tool in order to influence customer behaviour with emotions created by musical compositions. As offline retailer try to differentiate their stores through shopping experiences, atmospherics like visuals, scent and sound are appropriate tools to reinforce brand image and therefore customers’ willingness to enter, explore and purchase. Music can be a powerful primary element in creating or enhancing sensory experiences of shoppers and serves as a powerful connection to emotions. Focus of the literature review lies on the emotions which are triggered though different musical characteristics and then affect the customer behaviour. The paper offers a concisely presented review and highlights crucial aspects on what role in-store music has on customers’ perception of atmosphere, emotions and behaviour.
| Author of HS Reutlingen | Strähle, Jochen; Hohls, Ronja |
|---|---|
| DOI: | https://doi.org/10.1007/978-981-10-5637-6_5 |
| ISBN: | 978-981-10-5637-6 |
| ISBN: | 978-981-10-5636-9 |
| Erschienen in: | Fashion & music |
| Publisher: | Springer |
| Place of publication: | Singapore |
| Document Type: | Book chapter |
| Language: | English |
| Publication year: | 2018 |
| Tag: | S–O–R model; background music; in-store music; store atmosphere; store environment |
| Page Number: | 22 |
| First Page: | 71 |
| Last Page: | 92 |
| PPN: | Im Katalog der Hochschule Reutlingen ansehen |
| PPN: | Im Katalog der Hochschule Reutlingen ansehen |
| DDC classes: | 330 Wirtschaft |
| Open access?: | Nein |
| Licence (German): |  In Copyright - Urheberrechtlich geschützt |
