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Påverkar musik i butiksmiljö kunders emotioner och beteende?: Ett fältexperiment
Karlstad University, Faculty of Arts and Social Sciences (starting 2013). Karlstads universitet.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Does music in a retail environment affect customers´emotions and behavior? : A field experiment (English)
Abstract [sv]

 

           Syftet med denna uppsats bestod dels i att undersöka hur musik och dess tempo påverkar kunders emotioner, beteende och upplevelse i butik, men syftade även till att undersöka i vilken omfattning pleasure, arousal och dominance predicerar tillfredsställelse, närmande- undvikande sökbeteende, generell närmande- undvikande beteende samt upplevelse av servicescape. Undersökningen genomfördes som ett fältexperiment i butiksmiljö (N= 431), utifrån en oberoende mellan-individ-design. Musik användes som oberoende variabel (högt tempo, lågt tempo och frånvaro av musik). De beroende variablerna var pleasure, arousal och dominance, tillfredsställelse samt närmande- undvikande beteende vari även köp och spenderad tid i butik inkluderades. Datainsamlingsmetod utgjordes av en enkät. Resultatet visade signifikant att musik påverkar ny dominance utifrån att musik med högt tempo leder till lägre grad av kontroll. Resultatet visade även att kunders emotioner så som pleasure, arousal och dominance signifikant förklarar kunders tillfredsställelse, närmande- undvikande sökbeteende, generell närmande- undvikande beteende samt upplevelse av servicescape.

        

Abstract [en]

The purpose of this study consisted in examining how the music and the tempo affect customers' emotions, behavior and experience in stores but also aimed to examine the extent of pleasure, arousal and dominance predicts satisfaction, approach-avoidance search behavior, generalized approach-avoidance behavior and experience of servicescape. The survey was conducted as a field experiment in a retail environment (N= 431), based on an independent between-subject design. Music was used as the independent variable (high speed, low speed and absence of music). The dependent variables were pleasure, arousal and dominance, satisfaction and approach-avoidance behavior whereby purchase and time spent in the store was included. Data collection method consisted of a questionnaire. The results showed significant that music tempo affects new dominance based on the music with high tempo leads to lower degree of control. The results also showed that customers’ emotions such as pleasure, arousal and dominance significantly explains customers satisfaction, approach-avoidance search behavior, generalized approach-avoidance behavior and experience of servicescape.

Place, publisher, year, edition, pages
2013.
Keywords [en]
Music, approach- avoidance, pleasure, arousal, dominance.
Keywords [sv]
Musik, närmande-undvikande beteende, pleasure, arousal, dominance.
National Category
Psychology
Identifiers
URN: urn:nbn:se:kau:diva-27672Local ID: PS:1OAI: oai:DiVA.org:kau-27672DiVA, id: diva2:626723
Subject / course
Psychology
Supervisors
Examiners
Available from: 2013-07-04 Created: 2013-06-10 Last updated: 2013-07-04Bibliographically approved

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CiteExportLink to record
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