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A ciascuno la sua musica. l’effetto della notorietà della musica di sottofondo sul comportamento d’acquisto nei punti vendita
Titolo Rivista: MERCATI E COMPETITIVITÀ 
Autori/Curatori: Luca Petruzzellis, Jean-Charles Chebat, Ada Palumbo 
Anno di pubblicazione:  2015 Fascicolo: 3  Lingua: Italiano 
Numero pagine:  20 P. 15-34 Dimensione file:  570 KB
DOI:  10.3280/MC2015-003002
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più:  clicca qui   qui 


La musica di sottofondo è una componente dell’atmosfera di primaria importanza, in quanto influenza gli stati d’animo dei consumatori, condiziona le attitudini nei confronti dei punti vendita e determina alcuni comportamenti d’acquisto. Il presente lavoro analizza in che modo la musica di sottofondo influisce sul consumatore, tenendo conto in particolare della notorietà del brano musicale e dello stile di shopping. Nell’articolo si dimostra come non sempre optare per brani famosi come le hit del momento o gli evergreen sia la scelta giusta. I consumatori che necessitano di maggiore calma e rilassatezza preferiscono la musica non famosa per lo svolgimento degli acquisti. Al contrario, i consumatori serali preferiscono i brani famosi: anche in questo caso la motivazione risiede nello stile d’acquisto, più frenetico e ritmato nelle fasce serali.


Keywords: Musica di sottofondo, notorietà, stati affettivi, atmosfera, orario degli acquisti, intenzione d’acquisto

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Luca Petruzzellis, Jean-Charles Chebat, Ada Palumbo, in "MERCATI E COMPETITIVITÀ" 3/2015, pp. 15-34, DOI:10.3280/MC2015-003002

   

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