Document Type

Student Research Paper


Spring 2022

Academic Department


Faculty Advisor(s)

Dr. Bryan Greenberg


The atmospheric conditions within a retail environment have the potential to influence how consumers think and behave. Philip Kotler (1974) initially studied the effect of atmospherics on consumers in retail stores, and researchers continue to study the effects of atmospherics today. There are, however, questions that remain regarding sound atmospherics and what specific aspects of sound affect consumer behavior. This study seeks to explore these aspects to determine how they may or may not influence consumer behavior. To accomplish this, an experimental approach was utilized to measure the influence of sound on consumers’ behavior in a retail environment. The results were mixed. On one hand, sound did not have the expected effect detailed in the hypotheses. At the same time, there were differences between the three groups studied in the experiment.


Honors in the Discipline; BA 400 Senior Research Project

Included in

Marketing Commons