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The Impact of Music on the Shopping Behaviors of Generation Y Consumers in a College Campus Bookstore

Description: The purpose of this study was to identify the effect of background music in a retail setting on Generation Y students’ shopping behaviors by using the Mehrabian-Russell environmental psychology model. the study examined the impact of genre, volume, and song familiarity on purchase intention, as well as whether these musical factors would produce a change in mood. the influence of involvement with shopping on in-store music was also examined. a total of 251 students completed pre- and post-shopping surveys at the University of North Texas’ Follett Bookstore. Participants were all between 18 and 35 years of age (Generation Y). the surveys aimed to capture the participants’ entry and exit mood as well as information such as level of shopping involvement and intentions, musical awareness, overall shopping experience, and basic demographics. a positive mood change was found between entry and exit among those who were somewhat familiar and not at all familiar with the music, and entry mood affected overall shopping experience. There was a positive correlation between exit mood and the overall experience, and a negative correlation between exit mood and the amount of money spent.
Date: May 2012
Creator: Turner, Lindsey Jean
Partner: UNT Libraries