Yalch, Richard F.

Professor of Marketing and International Business, University of Washington

Yalch, Richard F. and Eric Spangenberg. "Effects of Store Music on Shopping
Behavior." Journal of Service Marketing 4(Winter 1990)31-39.
Abstract:
This paper builds on the concept of atmospherics introduced by Kotler (1973) and
studies the effects of different types of music to in-store shoppers of different age and
shopping purpose in different time of day.
A field experiment was conducted at a department store. In-store interviews revealed a
preference for foreground music, but customers' moods and unplanned purchases were
not substantially enhanced by hearing foreground music. However, customers'
perceptions of their shopping time varied with the type of music, depending on their
age. Younger shoppers (age under 25) felt they spent more time when listening to
background music whereas older shoppers (25 or over) felt they spent more time
when exposed to foreground music.
The authors suggested that choosing to play store music solely to satisfy customers'
preferences might not be the optimal approach. Rather, music should be varied across
areas of a store that appeal to different-aged customers. Such factors as age, income,
family life cycle, and education of the customers would seem good possibilities for
segmentation. Consideration should also be given to varying the music in mornings,
afternoons, and evenings and during the week and the weekend.
Publication List:
Title: Memory in a Jingle Jungle: Music as a Mnemonic Device in
Communicating Advertising Slogans
Author: Yalch-Richard-F
Source: Journal-of-Applied-Psychology. Apr 1991; v76n2, pp. 268-275
Title: Effects of Store Music on Shopping Behavior
Author: Yalch-Richard; Spangenberg-Eric

Source: Journal-of-Services-Marketing. Winter 1990; v4n1, pp. 31-39

Title: Effects of Store Music on Shopping Behavior
Author: Yalch-Richard; Spangenberg-Eric
Source: Journal-of-Consumer-Marketing. Spring 1990; v7n2, pp. 55-63
TITLE: The effect of numbers on the route to persuasion.
AUTHOR: Yalch,-Richard-F.; Elmore-Yalch,-Rebecca
SOURCE: Journal-of-Consumer-Research. 1984 Jun; Vol 11(1): 522-527
TITLE: To take or not to take the only one: Effects of changing the meaning of a
product attribute on choice behavior.
AUTHOR: Kehret-Ward,-Trudy; Yalch,-Richard
SOURCE: Journal-of-Consumer-Research. 1984 Mar; Vol 10(4): 410-416
TITLE: Viewer miscomprehension of televised communication: A comment.
AUTHOR: Ford,-Gary-T.; Yalch,-Richard
SOURCE: Journal-of-Marketing. 1982 Fal; Vol 46(4): 27-31
Title: Viewer Miscomprehension of Televised Communication: Selected Findings
and a Commentiewer Miscomprehension Findings Are Measurement Boundn
Miscomprehending Televised Communication: A Rejoinder
Author: Jacoby-Jacob; Hoyer-Wayne-D; Ford-Gary-T; Yalch-Richard; MizerskiRichard-W
Source: Journal-of-Marketing. Fall 1982; v46n4, pp. 12-43 [32 pages]
TITLE: An analysis of a theory of group solidarity with applications to defining
power in channels of distribution.
AUTHOR: Yalch,-Richard
SOURCE: Research-in-Marketing. 1982; Suppl 1: 325-334

Title: Consumer Response to Initial Product Trial: A Bayesian Analysis

Author: Scott-Carol-A; Yalch-Richard-F
Source: Journal-of-Consumer-Research. Jun 1980; v7n1, 32-41
Title: The Effect of Experience: A Matter of Salience?
Author: Tybout-Alice-M; Yalch-Richard-F
Source: Journal-of-Consumer-Research. Mar 1980; v6n4, 406-413
TITLE: When eating begets buying: The effects of food samples on obese and
nonobese shoppers.
AUTHOR: Steinberg,-Sandon-A.; Yalch,-Richard-F.
SOURCE: Journal-of-Consumer-Research. 1978 Mar; Vol 4(4): 243-246
TITLE: A test of the self-perception explanation of the effects of rewards on
intrinsic interest.
AUTHOR: Scott,-Carol-A.; Yalch,-Richard-F.
SOURCE: Journal-of-Experimental-Social-Psychology. 1978 Mar; Vol 14(2): 180192
TITLE: Halo Effects in Multiattribute Attitude Models: Some Unresolved Issues
AUTHOR(S): Johansson,-Johny-K.; MacLachlan,-Douglas-L.; Yalch,-Richard-F.
SOURCE: Journal-of-Marketing-Research; 13(4), Nov. 1976, pages 414-17.
Prepared by Henry Fock of the Chinese University of Hong Kong.
Last updated on February 4, 1999. Copyright, All rights reserved.