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
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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.

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Luca Petruzzellis, Jean-Charles Chebat, Ada Palumbo, A ciascuno la sua musica. l’effetto della notorietà della musica di sottofondo sul comportamento d’acquisto nei punti vendita in "MERCATI E COMPETITIVITÀ" 3/2015, pp 15-34, DOI: 10.3280/MC2015-003002