Understanding How Music Influences Shopping on Weekdays and Weekends
研究发现，在工作日播放悦耳音乐能提升超市销售额，但周末无此效果，原因在于工作日购物者精神更疲惫，音乐通过影响情绪促进消费。
This research investigates how shopping on a weekday or a weekend moderates the impact of music on supermarket sales. Contrary to the intuitive beliefs of interviewed store managers, a meta-analysis, two field studies, and a controlled experimental study indicate that playing pleasant music (vs. no music) in supermarkets on weekdays enhances sales, an effect not found on weekends. Theorizing and interviews with shoppers suggest a potential reason for this week-part difference: Shoppers are more mentally depleted on weekdays (vs. weekends). A final study demonstrates and tests mental depletion as the driving factor for how shoppers are affected by music during different week parts. When consumers are depleted (e.g., on weekdays) music increases affect, which mediates the impact of music on sales. The results of the studies further indicate that week part plays a significant role in determining the impact of in-store music on sales. This article concludes with a discussion of the substantive and theoretical importance of incorporating the impact of week parts to predict in-store marketing effectiveness.