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Previous literature shows that sensory stimulation, such as pictures and scents, can affect consumers’ choices in a retail setting. Visual stimulation (i.e., pictures of fruit), for example, make people choose more healthy foods, especially when they are hungry (Forwood, Ahern, Hollands, Ng, & Marteau, 2015). Following the same logic, sound might also trigger consumers’ choices and perceptions, meaning that specific products are expected to be chosen more frequently when congruent sounds are played. However, the extant literature has paid little attention to this role of sound. This work therefore focuses on auxiliary sounds (nonmusical) in the shopping environment, especially those intentionally set using audio systems to improve and compose the experiential shopping environment. More specifically, this research investigates whether auxiliary sounds influence people’s choice, decisions, and perceptions through the semantic properties (meanings) of sounds. Five studies were conducted to investigate these effects of auxiliary sounds; the first is a field experiment and the other four are lab studies. The field study showed exploratory results on the effect of auxiliary sounds on people’s choice behavior The first lab study (Study 1) considered a service context choice, where sounds were set in the “soundscape” of a fictitious travel agency. When city sounds were played as the background sound in the environment, the city destination was chosen more than the beach destination. Study 2 showed that congruence between sounds and options increase the choice of those options, even when more options are available. Study 3 found that when sound is strongly associated with product appeal or positioning, and this association is perceived by the consumer, it increases people’s intention to buy the product. The last study showed that, for an experiential positioning, congruent sounds can improve people’s intentions to visit the store by improving people’s attitudes toward the store. These results shed light on the study of auxiliary sounds in retail and services environments, bringing to surface some effects that serve as an initial parameter on the study of this phenomenon. It also has managerial contributions as sounds can be strategically used by marketers in order to promote a richer consumption experience.

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Lume, repositório digital da Universidade Federal do Rio Grande do Sul (UFRGS)  

Autor(es)

Rech, Eduardo - 

Id.: 71320707

Idioma: eng  - 

Versión: 1.0

Estado: Final

Tipo:  application/pdf - 

Palabras claveEstimulação sensorial - 

Tipo de recurso: Tese  - 

Tipo de Interactividad: Expositivo

Nivel de Interactividad: muy bajo

Audiencia: Estudiante  -  Profesor  -  Autor  - 

Estructura: Atomic

Coste: no

Copyright: sí

: Open Access

Formatos:  application/pdf - 

Requerimientos técnicos:  Browser: Any - 

Fecha de contribución: 19-may-2018

Contacto:

Localización:
* 001064898

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