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Paradoxical effects of famous music in retail venues
Author(s) -
Petruzzellis Luca,
Chebat JeanCharles,
Palumbo Ada
Publication year - 2017
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1701
Subject(s) - mediation , affect (linguistics) , psychology , quality (philosophy) , cognition , product (mathematics) , advertising , social psychology , business , sociology , communication , social science , philosophy , geometry , mathematics , epistemology , neuroscience
The present study analyzes the effects of famous versus nonfamous ambient music in retail venues on actual shoppers' emotions and cognitions, which, in turn, affect buying intention and brand images. Our theoretical model was basically validated by the data collected in actual shopping venues in 2 studies. Study 1 explores the effects of music famousness on buying intention through the mediation of affect, self‐congruity, and product quality ( N = 304). Study 2 explores the effects of music famousness on perceived brand quality through the mediation of self‐congruity and store attitude ( N = 351). As expected, famous music has positive effects on shoppers' responses according to the mediating role of affective and cognitive responses and their sequential mediating effects. Paradoxically, famous music has also negative effects on these variables because it distracts consumers from their shopping, reducing cognitive activities. We draw theoretical and managerial conclusions from these findings.