Papers

Thanks to research from Eroglu, Machleit & Cheba several remarkable effects of the music tempo on the consumer’s reaction behaviour were found, such as “approach/avoidance” and the extent of “search” behaviour.

This research shows how the tempo of instrumental background music in a shopping context can determine the speed at which the consumer moves through the store.

Mattila and Wirtz conducted research in 2001 on the combination between scent and music in a store environment. By creating congruence of both stimuli, several remarkable findings were documented.