Does silence sell?
Does silence sell?

Summary/Abstract: In retail trade, the use of music is a key tool that, in its complexity with other resources (natural, capital, labor, entrepreneurship and information), forms an attractive and stimulating shopping environment as an element of the trade service. Creating an attractive commercial atmosphere can, to a large extent, stimulate and direct the interest of customers to specific products and sales offers. At the same time, however, overloading human perceptions with targeted incentives and stimulating tools can lead to refusal to conclude commercial transactions. In this context, a popular new moment is the introduction of the concept of "quiet hour", which is associated with the reduction of controllable background music, lighting intensity and promotional accents in the commercial environment and service, so as to enable a certain group of consumers to make retail trade visits without unnecessary sensory overload. The article examines the specifics of the concept of "quiet hour" and aspects of the application of sound in retailing.

• Details
• Contents