De rol van stimulatie en muziektempo op ongepland aankoopgedrag: Hoe sterk zijn we?

This study investigates the role of perceived overstimulation and music tempo on self-regulatory failure and shopping behavior in a retail environment. Furthermore this study investigates implementation-intentions as a moderator. With a 2 (perceived overstimulation vs. perceived under stimulation) x 2 (implementation-intentions vs. without implementation-intentions) between-subjects design (n=81) we confirmed that perceived overstimulation marginally causes self-regulatory failure and subsequent unplanned buying behavior. No effects for implementation-intentions were found. In the second study (n=79) we focus on one specific variable; music tempo. High music tempo does not affect self-regulatory failure and compliance with a request significantly. Notwithstanding we found a marginally significant effect of self-regulatory failure on compliance with an unrelated request. Implications for theory and marketing practice are discussed