Phase 1

Literature study

The literature work is based on research into the current state of the art, which examines the relationship between background(music) and sales. All relevant studies from the subject area were evaluated and summarized. The conclusion of this analysis was that many studies prove a positive effect of background music on the dwell time at the PoS or the purchase decision. However, hardly any current study proves a concrete connection between background music and sales or quantifies this effect. The Music Impact Study is intended to make a decisive contribution to closing the identified research gap.
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