THE IMPACT OF BACKGROUND MUSIC ON THE DURATION OF CONSUMER STAY AT STORES: AN EMPIRICAL STUDY IN MALAYSIA
Consumers spend more time shopping and expect value-added options like background
melodious songs, ample car parking, good ambience, prayer halls and rest rooms. The main
concern is whether these facilities prolong consumers stay in the store and increase business
sales. This research article is about the relationship between the background music tempo and
the duration of consumers’ stay in the stores. Data from 177 respondents were received and
analyzed. The results show that the tempo of music is significantly affecting the emotional
state of the consumers; fast tempo music increasing the pleasure and arousal levels. Slow
tempo music has consumers stay longer in restaurants and supermarkets. However, the tempo
of music does not play a significant role in manipulating the duration consumers spend in a
book store and apparel shop.
Keywords: Background Music; Arousal; Consumer Behavior; Shopping Experience; Stimulus-
Organism-Response (S-O-R) Model.
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