Customers will be more eager to make a purchase and to spend more money when background music is played in the women’s department than when music is played in the foreground. To stimulate purchase intentions in the men’s department the opposite strategy is best applied. In addition, playing music in the background in the women’s section, positively influences perceptions of friendliness, elegance and refinement. Customers in the men’s department consider shops to be less expensive and more spacious when music is played in the foreground, in comparison to music played in the background.
As regards age, you can influence the purchase and spending (of time and money) behaviours of older customers by mainly playing background music. Younger customers can in turn be positively stimulated by playing music in the foreground.
