DŹWIĘK W PRZESTRZENI HANDLOWEJ
SOUND IN THE COMMERCIAL SPACE
Author(s): Halina Portalska, Marek PortalskiSubject(s): Economy, Fine Arts / Performing Arts, Psychology, Music, Behaviorism, Marketing / Advertising
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: sound; commercial space; customers' behavior; acoustic; music;
Summary/Abstract: The paper presents the influence of the acoustic background on the behavior of customers, their residence time in the observed space and the interest in offered goods in the commercial spaces. Among tested acoustic backgrounds were different kinds of intentionally created acoustic backgrounds (some of them created by the authoress), and also, for a comparison, the neutral acoustic background of the given space. The observations of customers’ behavior and the questionnaire survey were used in the research. The authors proved that a type of the acoustic background has a crucial impact on both the manner of customers’ movement and their shopping preferences.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 41 (1)
- Page Range: 351-361
- Page Count: 11
- Language: Polish