Abstract
Affirmative actions by the government, media and institutions that give new settlers in Australia greater “face” time in daily proceedings, would help facilitate the integration of a pluralistic society. Retail institutions are particularly well placed to influence the acculturation of new Australians, because in the pursuit of their buying protocol, the more recent arrivals encounter retail experiences that often instruct them on theirmodus vivendi in their adopted country.
As there is no better evidence of Australia’s acceptance of diverse cultural traditions than a demonstrated consumption to the food and drink of others’ cultures, retailers can play a major role in encouraging the dominant community (Anglo-Celtic) to patronize multicultural products. A useful way to help achieve this objective is for stores to play music of a certain culture when promoting specific items of that culture; this study demonstrates that the odds of buying ethnic products when a shopper has listened to multicultural music are more than three times that of a shopper who has never listened to multicultural music.
Similar content being viewed by others
References
Areni, C.S. (2003): Exploring Managers’ Implicit Theories of Atmospheric Music: Comparing Academic Analysis to Industry Insight.Journal of Services Marketing, vol. 17, no 2, pp. 161–184.
Bertone, S.; Keating, C. and Mullaly, J. (2000): The Taxi Driver, the Cook and the Greengrocer: The Representation of Non English Speaking Background.People in Theatre, Film and Television, Australia Council, NSW, pp. 1–82.
Caldwell, C. and Hibbert, S.A. (2002): The Influence of Music Tempo and Musical Preference on Restaurant Patrons’ Behaviour.Psychology & Marketing, vol. 19, no 11, pp. 895–917.
Daveson, B. and Edwards, J. (1998): A Role for Music in Special Education.International Journal of Disability, Development and Education, vol. 45, no 4, pp. 449–457.
Dube, L.; Chebat, J.C. and Morin, S. (1995): The Effects of Background Music on Consumers’ Desire to Affiliate in Buyer-Seller Interactions.Psychology &Marketing, no 12, pp. 305–319.
Herrington, J.D. and Capella, L.M. (1994): Practical Applications of Music in Service Settings.Journal of Services Marketing, vol. 8, no 3, pp. 50–65.
Hui, M.K.; Dube, L. and Chebat, J.C. (1997): The Impact of Music on Consumers’ Reactions to Waiting for Services.Journal of Retailing, vol. 73, no 1, pp. 87–104.
Kotler, P. (1974): Atmosphere as a Marketing Tool.Journal of Retailing, vol. 49, Winter, pp. 48–64.
Markley, J. (1998): Stay (Just a Little Big Longer).VM and SD, November, pp. 22–26.
Milliman, R.E. (1982): Using Background Music to Affect the Behavior of Supermarket Shoppers.Journal of Marketing, vol. 46, no 2, pp. 86–91.
North, A.C. and Hargreaves, D.J. (1998): The Effects of Music on Responses to a Shopping Area.Journal of Environmental Psychology, vol. 16, pp. 55–64.
North, A.C.; Hargreaves, D.J. y McKendrick, J. (1997): In-store Music Affects Product Choice.Nature, vol. 390, no 6656, page 132.
North, A.C.; Hargreaves, D.J. and McKendrick, J. (1999): The Influence of In-Store Music on Wine Selections.Journal of Applied Psychology, vol. 84, no 2, pp. 271–277.
Sweeney, J.C. and Wyber, F.(2002): The Role of Cognitions and Emotions in the Music-Approach-Avoidance Behavior Relationship.Journal of Services Marketing, vol. 16, no 1, pp. 51–69.
Yalch, R.F. and Spangenberg, E.R. (2000): The Effects of Music in a Retail Setting on Real and Perceived Shopping Times.Journal of Business Research, vol.49, no 2, pp. 139–148.
Author information
Authors and Affiliations
Corresponding authors
Additional information
Authors gratefully acknowledge the two anonymous referees for their helpful and constructive suggestions, and Prof. José Luis Vázquez for his support and advice
Rights and permissions
About this article
Cite this article
Miranda, M.J., Havrila, I. How multicultural in-store music promoting ethnic products can help integrate a pluralistic society. Int Rev Public Nonprofit Mark 2, 41–50 (2005). https://doi.org/10.1007/BF02893249
Received:
Accepted:
Issue Date:
DOI: https://doi.org/10.1007/BF02893249