The impact of music on consumers' reactions to waiting for services
Hui, Michael K.
|Summary||This paper examines the effects of music on consumers' reactions to waiting for services. An experimental study was conducted to test three different constructs - perceived wait duration, perceived servicescape and emotional state during the wait - as mediators between music and service evaluation. Results of the study show that music ameliorates perceived servicescape and then service evaluation regardless of its valence. Furthermore, positively valenced music triggers a more positive emotional state in consumers during the wait than negatively valenced music. Emotional state during the wait in turn affects positively service evaluation directly and indirectly through perceived servicescape. Although positively valenced music also increases percieved wait duration, the latter does not have a significant effect on service evaluation.|
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