A review of music stimuli and genre preferences in consumer contexts

Abstract

Background: Music stimuli are widely used in retail, hospitality and service industries to shape customer experience. They create atmosphere, evoke emotions and support loyalty. Variations in genre, tempo, volume and tone influence movement patterns, time perception, comfort and willingness to stay, while also guiding product choices and encouraging unplanned purchases. Aims: This paper synthesises theoretical and empirical studies on the role of music stimuli in economic environments, with a specific focus on conscious consumer genre preferences. Methods: A structured literature review was conducted, drawing on research from marketing, psychology, and sensory science to identify and compare key concepts, frameworks, and findings. In addition, a bibliometric analysis of international publications was performed using Web of Science data, with keyword co-occurrence visualised through VOSviewer. Results: Genre choice interacts with demographic characteristics, cultural context, and service type. Conscious preferences can mediate the impact of music, influencing both satisfaction and purchasing outcomes. Conclusions: Music stimuli function as strategic tools in consumer contexts, with genre alignment crucial for perceived congruence and engagement. Implications: Effective practice should address not only the presence of background music but also the alignment between genre and audience preferences to maximize economic impact.