Estilos musicais e seus efeitos no comportamento do consumidor no ambiente de varejo

• Ano de defesa: 2016
• Autor(a) principal: Santos, Eduardo Biagi Almeida
• Orientador(a): Freire, Otávio Bandeira de Lamônica
• Banca de defesa: Spers, Eduardo Eugênio , Rossi, George Bedinelli , Freire, Otávio Bandeira de Lamônica , Silva, Filipe Quevedo Pires de Oliveira , Lopes, Evandro Luiz
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Nove de Julho
• Programa de Pós-Graduação: Programa de Pós-Graduação em Administração
• Departamento: Administração
• País: Brasil
• Palavras-chave em Português: música ambiente; comportamento do consumidor; música na decisão de compra; motivação hedônica; motivação utilitária
• Palavras-chave em Inglês: background music; consumer behavior; music in purchase decision; hedonic motivation; utilitarian motivation
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://bibliotecatede.uninove.br/handle/tede/1519

The use of music as a motivator in store environment has been explored by some researchers over the years (Turley & Milliman, 2000). This research aims to analyze how the effect of congruence of the musical style used in the retail environment affects the consumer behavior. The relationship between behavior and the environment has been studied by psychologists through the discipline of environmental psychology (Donovan & Rossiter , 1982), based on the paradigm Stimulus - Organism - Response , which suggests that environmental cues influence the organism generating a response of approach and avoidance (Mehrabian & Russel, 1974). Atmosphere as a marketing tool is defined as a consciously created space to create certain effects on consumers and influence their purchase decision (Kotler, 1973; Kellaris, 2008). An experiment 2x3 factorial design was conducted to investigate the influence of music in the retail environment on consumer behavior with hedonic and utilitarian motivation, specifically in the model Pleasure, Arousal and Dominance (Donovan & Rossiter, 1982), general evaluation of store and impulse buying. The sample consisted of 271 completed questionnaires. The results were that the consumer with hedonic motivation proved to be more sensitive to environmental stimuli, presenting a more positive response to Pleasure, Arousal and General evaluation of store when congruent music was played. The respondent with utilitarian motivation demonstrated also be influenced by ambient music, but with a smaller effect than the consumer with hedonic motivation.