Background music is one of the most effective elements of the atmospherics. It influences consumers’ affective states and attitudes toward the stores and drives shopping behaviors. This study analyzes the background music effects manipulating its and considering the shopping style. The study shows that famous music, whether hit or evergreen, is not always effective. In fact, consumers with a relaxing and calming shopping style showed a preference for non-famous music. On the other hand, evening consumers prefer famous music due to their frenetic shopping style.
Keywords: Background music, notoriety, affective states, atmosphere, shopping hours, intention to buy