If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.Abstract A literature review of relevant empirical research examining the influence of background music within the context of service environments is presented. Studies revealing significant relationships between specific musical variables and desired consumer behavioural outcomes are displayed in a visual framework entitled the Musicscape. This framework draws on Bitner's model of the Servicescape, which highlights music as just one of a range of ambient conditions influencing behaviour. The Musicscape provides an extended version of Bitner's Servicescape model by focusing in detail on just one of these elements, the musical variable. Additional figures demonstrate an even more focused breakdown of Musicscape interactions by including arrows which identify the direction of significant relationships revealed in empirical studies. The framework portrays in visual terms the inherent complexity of attempts to influence response and subsequent behaviour by using music within a service environment.

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Digital technology was used to isolate musical tempo from other musical variables, and experimental results in an undergraduate registration queue context confirmed the existence of a significant, positive relationship between background musical tempo variation and temporal perception (perceived minus actual wait duration). Findings also revealed how slow-tempo music produced significantly enhanced affective response (satisfaction, positive disconfirmation of expectations, and relaxation) compared to fast-tempo music. ᭧ 2003 Wiley Periodicals, Inc.

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This study investigated whether the tempo and timbre of background music influenced responses to radio ads. In Experiment 1 (in addition to a no-music control condition), slow-or fast-tempo background music was superimposed over the same ad. The slow-tempo music treatment produced significantly higher levels of ad content recall compared to the fast-tempo music treatment. Musical presence (slow-and fast-tempo treatments combined vs. no-music) significantly reduced levels of ad content recall. In Experiment 2, when three versions of digitally produced background music timbres were superimposed over a no-music version of another ad, results revealed positive main effects of timbre congruity upon recall of ad content and affective responses to the ad.