Md Washim Raja, Sandip Anand and David Allan
Studying the role of advertising music (ad music) in a retail context can be an emergence of new marketing practices. The purpose of this paper is to identify the potential usage…
Abstract
Purpose
Studying the role of advertising music (ad music) in a retail context can be an emergence of new marketing practices. The purpose of this paper is to identify the potential usage and utility of ad music as an atmospheric stimulus in contrast to music (retail music) as an atmospheric stimulus. This paper also aims to provide a model, which depicts how ad music could be an alternative to retail music in retail settings with regard to consumers’ attitudinal influence and its optimistic correlation with related marketing outcomes.
Design/methodology/approach
The paper reviewed the literature related to the role of retail music as an atmospheric stimulus and studies related to the role of music in the ad.
Findings
Advertising music as an atmospheric stimulus is more likely to influence consumers’ attitude towards advertising music, towards advertising and towards the advertised brand. Contrary to retail music, advertising music as an atmospheric stimulus may help a consumer for ad recall, ad message/brand information recall, brand recall, brand identification and brand recognition. Consequently, advertising music may always have an advantage over retail music with regard to purchase intent, brand choice and financial return.
Practical implications
This work may encourage the advertisers for the proper usage of ad music as an atmospheric stimulus that may holistically magnify the saliency of advertising theoretically and practically.
Originality/value
This study is a novel attempt to conceptualise the potential scope of utilisation of ad music in the retail context.
Details
Keywords
Md Washim Raja, David Allan and Chinmoy Bandyopadhyay
This paper aims to provide a comprehensive framework on how and when musical elements such as keys, complexity, tempo and volume influence consumers’ mood, attention, information…
Abstract
Purpose
This paper aims to provide a comprehensive framework on how and when musical elements such as keys, complexity, tempo and volume influence consumers’ mood, attention, information recall, product evaluation and purchase decisions in the context of retail therapy.
Design/methodology/approach
This paper builds on a critical literature review to develop a conceptual framework and formulate relevant propositions, leveraging self-regulation and self-control theories.
Findings
Through our analysis of these studies, we found that in musical retail therapy, minor keys paired with high complexity can intensify negative moods and negative product evaluation. Conversely, major keys combined with low complexity can moderate negative and positive moods, leading to positive product evaluations. We argue that high tempo and high volume can invoke high arousal and low impulse control, leading to low attention and low recall. This subsequently moderates the negative mood, resulting in weak negative product evaluation. Low tempo and low volume, however, invoke low arousal and high impulse control, leading to high attention and high recall, which moderates negative mood and negative product evaluation.
Originality/value
Reflecting on the limitations of the existing studies, this conceptual work proposes a comprehensive theoretical framework for understanding the significance of musical elements in retail therapy that can enhance consumers moods and experiences. Further, the current paper is different from the existing literature in that it helps academic researchers and marketers understand different ways to use musical elements that can positively affect consumer behavior in a complex situation like retail therapy.