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This article aimed to analyze the effect of live music, compared to mechanized music, and the absence of music\udon consumer behavior in supermarket environments. Two field experiments were conducted in two supermarkets.\udThe results of both studies show empirical evidence that live music, as compared to mechanized music (and the\udabsence of music), is able to influence consumers’ affective aspects, leading them to assess the retail environment\udmore positively, to show more favorable behavioral intentions, such as recommending the company to friends and\udmaking positive comments, among others. In addition, live music seems to be more influential on consumer\udbehavior when they are less concentrated on buying activity.\u

Efeitos da Música ao Vivo e Mecanizada em Ambientes de Varejo Supermercadista