Efeitos do Tempo da Música Ambiente sobre a Busca por Variedade do Consumidor Brasileiro: Evidências Empíricas e Quantitativas

Authors

  • Norberto Almeida de Andrade Universidade Anhembi Morumbi
  • ERIC DAVID COHEN
  • WELLINGTON FERNANDO BASTOS
  • RICARDO DA SILVA SANTANA
  • PEDRO DORNAS CIPRIANI
  • RAFAEL MACEDO CUNHA

DOI:

https://doi.org/10.18568/ijbmkt.10.2.347

Keywords:

Música ambiente, Comportamento do consumidor, Marketing sensorial

Abstract

Variety seeking represents a central aspect of consumer behavior, particularly in consumption contexts characterized by high product availability and intense sensory stimuli. Although international studies indicate that environmental factors such as background music influence purchase decisions, empirical evidence in the Brazilian context remains limited. Accordingly, this study examines the effect of background music tempo on Brazilian consumers’ variety-seeking behavior, investigating the mediating role of emotional arousal and the moderating effect of music familiarity. A quantitative and explanatory empirical study was conducted using an experimental design with 472 adult Brazilian consumers exposed to fast- and slow-tempo musical stimuli. Data were analyzed using descriptive statistics, analysis of variance (ANOVA), and mediation and moderation models through the PROCESS procedure. The results indicate that fast-tempo background music increases variety-seeking behavior, with this effect mediated by arousal and strengthened by music familiarity. The study contributes to the sensory marketing and consumer behavior literature and offers relevant managerial implications.

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Published

2026-04-27

How to Cite

de Andrade, N. A., COHEN, E. D., BASTOS, W. F., SANTANA, R. D. S., CIPRIANI, P. D., & CUNHA, R. M. (2026). Efeitos do Tempo da Música Ambiente sobre a Busca por Variedade do Consumidor Brasileiro: Evidências Empíricas e Quantitativas. International Journal of Business Marketing, 10(2), 70–79. https://doi.org/10.18568/ijbmkt.10.2.347

Issue

Vol. 10 No. 2 (2025): IJBMKT

Section

Articles

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Copyright (c) 2026 Norberto Almeida de Andrade, ERIC DAVID COHEN, WELLINGTON FERNANDO BASTOS, RICARDO DA SILVA SANTANA, PEDRO DORNAS CIPRIANI, RAFAEL MACEDO CUNHA

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I hereby declare that the present paper is original, not having been submitted, either fully or in part, to any other publication in any other national or international journal. I further state that once it has been published in the International Journal of Business & Marketing (IJBMKT) it will never be submitted by me or by its other authors to any other  journal. Through this instrument, on my behalf and on behalf of the other, perhaps existing, co-authors, I agree to licence the copyright of the aforementioned paper to the International Journal of Business & Marketing (IJBMKT) and I state to be aware that the failure to observe this engagement will submit the offender to the sanctions and penalties established by the Copyright Act no 9609, of February 19th, 1998.