Exploring international atmospherics: The impact on shopping behaviors based on the language of the lyrics of music played in global apparel retailers’ stores
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 14 May 2019
Issue publication date: 24 May 2019
Abstract
Purpose
Previous research has demonstrated that, in retail settings, music has some of the largest effects on consumer behavior. However, it is still unknown how the language of the lyrics (native vs foreign) affects consumer behavior. In order to address this gap in retail atmospherics, the purpose of this paper is to examine the differential effects of the language of the lyrics of the music played and explain the interactions between the music language and volume.
Design/methodology/approach
The data were obtained from a field study conducted in an apparel store and from 241 shoppers speaking Spanish as their native language. The study involved the manipulation of language of the lyrics of music played in the store (native vs foreign).
Findings
Results indicate that customers in a non-English speaking country are more likely to make purchases when music is played in English, which fits with the store’s global image. This effect is mediated by time spent in the store.
Practical implications
For managers of global apparel brands, the results suggest that English music may be a good option to increase time spent in the store and subsequent purchases. This is especially attractive as music is an atmospheric cue that can be easily modified at less expense than other atmospheric cues.
Originality/value
This work is the first to demonstrate that fitting the language of the lyrics of music in an international retail store to a global brand image affects consumer behavior. Furthermore, it demonstrates that atmospherics research may not directly transfer to non-English speaking countries.
Keywords
Acknowledgements
The authors would like to thank the helpful comments and suggestions of Dhruv Grewal and Anne Roggeveen, as well as the four reviewers’ constructive comments on a previous version of this paper.
Citation
Toldos, M.P., González, E.M. and Motyka, S. (2019), "Exploring international atmospherics: The impact on shopping behaviors based on the language of the lyrics of music played in global apparel retailers’ stores", International Journal of Retail & Distribution Management, Vol. 47 No. 4, pp. 368-383. https://doi.org/10.1108/IJRDM-12-2017-0297
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited