Impact of Ambient Music on Consumer Perceptions and Impulse Buying Behavior with Moderating Role of Gender

Abstract

This study evaluated the effect of ambient music on customers’ emotional cognitive responses and impulse buying behavior. A conceptual model was developed using the existing body of knowledge. The model was used to examine the influence of ambient music and whether gender moderates this impact. The hypothesized relationships were examined via path analysis. Implications of the results for the management of shopping malls/superstores are discussed.