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尽管人们对于百货商店音乐的文化地位还不太看重,但是本文作者认为,购物时的环境音乐,可以转化为一种消费者购物认知,即时引发消费者产生一些特定的情绪及行为反应。因此,营销者要注重购物环境中背景音乐的影响作用,不管消费者最终是否只是被动地接受这种背景音乐,或者是主动欣赏音乐并把它看作是一种现场表演,在背景音乐设计、运用方面,营销者都Arts Marketing Volume 3 issue 2.2013■《艺术营销》
Although people do not value the cultural status of department store music, the author believes that environmental music in shopping can be translated into a kind of consumer shopping cognition, which prompts consumers to have some specific emotional and behavioral responses. Therefore, marketers should pay attention to the impact of background music in the shopping environment. Regardless of whether consumers eventually accept the background music passively or take the initiative to enjoy the music and think of it as a live performance. In the background music design, Marketing Marketers Arts Marketing Volume 3 issue 2.2013 ■ “Art Marketing”