Honors College Thesis
 

Music stimuli in retail environments : a cross-cultural comparison

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https://ir.library.oregonstate.edu/concern/honors_college_theses/df65vd789

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  • This project aims to determine if the relationship between shopping behavior and the tempo of in-store music is impacted by shoppers’ cultural orientation. Companies that expand their business overseas need to better understand not only the demographics of the market they are entering into, but also the cultural beliefs and behavior. Through this understanding, companies will be able to manipulate their store environment to positively influence consumers. This includes increasing purchase likelihood, shopping satisfaction, and retailer perception. Through an experimental design that manipulated auditory stimuli, participants were exposed to one of three music tempos (slow, control, and fast). The cultural orientation scale used was the individualism vs. collectivism spectrum with horizontal and vertical measurements of each. The results suggest that those who are low in horizontal collectivism and collectivism, in general, respond more positively to both the slower and faster in-store music tempos in comparison to the control. Additionally, individualistic cultures perceive the shopping experience as more negative when exposed to the slower tempo music. The results support that cultural orientation moderates the impact of in-store music tempo on shopping behaviors. Key Words: Individualism, Collectivism, Music, Culture, Retail, Consumer Behavior
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