The effects of music in a retail setting on real and perceived shopping times

viewed shoppers immediately after a purchase and solicitedfactors through changes in emotional states. With time fixed or variable during a simulated shopping experiment, shoppers were exposed to music responses regarding their perceptions of the store, shopping experience, their mood, and demographic characteristics.varying by degree of familiarity. Afterward, subjects reported their percep-tions of shopping duration, their emotional states, and their merchandise They found positive relationships between shoppers ' reported mood and how favorably shoppers perceived the store, howevaluations. Analyses revealed that individuals reported themselves as shopping longer when exposed to familiar music but actually shopped longer many items they purchased, and how much time they spent in the store. Unfortunately, as a correlational study, cause andwhen exposed to unfamiliar music. Shorter actual shopping times in the effect was indeterminate. Given the extensive psychologicalfamiliar music condition were related to increased arousal. Longer perceived research showing that individuals partially judge their emo-shopping times in the familiar music condition appear related to unmeasured tional states by their behavior (e.g., Schachter and Singer,cognitive factors. Although emotional states affected product evaluations, 1962; Bem, 1972), the causal role of emotional reactionsthese effects were not directly related to the music manipulations. J BUS