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            <title xml:lang="fr">L'effet d'une musique d'ambiance sur le comportement du consommateur : Une illustration en extérieur</title>
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                <forename type="first">Nicolas</forename>
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              <p>De nombreuses recherches expérimentales, conduites en situations naturelles, ont montré qu’une musique d’ambiance affectait le comportement du consommateur. Toutefois, peu d’études ont étudié le poids de ce facteur environnemental en extérieur. Aussi, une expérience a été mise en place sur un marché ouvert dans le cadre d’un stand de vente de jouets-bibelots. Les résultats montrent que, lorsqu’une musique populaire est diffusée, cela conduit les clients à passer, en moyenne, plus de temps sur le stand. Un effet tendanciel sur les ventes est observé. L’hypothèse de l’activation d’un affect positif est discutée pour expliquer ces résultats.</p>
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