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Journals / Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2009 / Cilt: 0 - Sayı: 32

Effects of music on consuming behaviour

Müziğin tüketim davranışı üzerine etkileri

Ülkü AKKUŞ
Gülşah KARKIN AKKUŞ
Pages
303–317
Publication Date
2022-10-18
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

According to the findings of this study; music effects consumers’ moods and perceptions in general, and consumption behaviour in particular, in case proper usage.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Music is a part of culture of the people for expressing their feelings, thoughts and events they have lived.
📊
Key Findings & Data:Yet, in studies for the last 25 years, it is seen that music in consumer behaviour has significant effects.
💡
Conclusion & Impact:According to the findings of this study; music effects consumers’ moods and perceptions in general, and consumption behaviour in particular, in case proper usage.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Music is a part of culture of the people for expressing their feelings, thoughts and events they have lived. The usage of music in marketing is unconsciously using of nice music. Yet, in studies for the last 25 years, it is seen that music in consumer behaviour has significant effects. In this study; literature survey is used on how music effects consumption behaviour. According to the findings of this study; music effects consumers’ moods and perceptions in general, and consumption behaviour in particular, in case proper usage.

Özet

Müzik, tarih boyunca insanların duygu ve düşüncelerini, yaşadığı olayları ifade etmelerinin aracı olarak kültürlerinin bir parçası olmuştur. Müziğin pazarlama alanında kullanımı ise daha çok bilinçsiz bir şekilde kulağa hoş gelen müziklerden faydalanmak şeklinde süregelmiştir. Oysa son 25 yıldır yapılan çalışmalarda müziğin tüketim davranışları üzerinde önemli etkileri olduğu görülmektedir. Bu çalışmada; müziğin tüketim davranışı üzerindeki etkisine ilişkin literatür taraması gerçekleştirilmiştir. Buna göre müzik, bilinçli olarak ve uygun şekilde kullanıldığı takdirde; tüketicilerin ruh halini ve algılamalarını etkilemek suretiyle genel olarak davranışları, özel olarak ise tüketim davranışını etkilemektedir.

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Cite This Article

AKKUŞ, Ü., AKKUŞ, G. K. (2022). Effects of music on consuming behaviour. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 0 - Sayı: 32, 303–317. https://ajindex.com/articles/503623

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