In-store music and aroma influences on shopper behavior and satisfaction

Retail markets are increasingly competitive and retailers continuously look to differentiate their retail offering. One way to differentiate is by providing a pleasant and exciting shopping ambience. This paper experimentally tests the effects of music (volume high or low) and aroma (vanilla scent present/absent) on young fashion shoppers in a real retail setting. Results show that volume of music and the presence of a vanilla aroma both have a significant impact on shoppers' emotions and satisfaction levels. Additional analysis reveals that the arousal induced by music and aroma results in increased pleasure levels, which in turn positively influences shopper behaviors, including time and money spend, approach behavior, and satisfaction with the shopping experience. Direct effects of arousal on behaviors as well as an interaction effect between music and aroma on pleasure and time spent in the store are also present. The paper contributes to the better understanding of shoppers' emotions and shopper behaviors in response to in-store atmospherics and offers retailers practical insights into how to create competitive advantage by customizing the atmosphere in their stores.

Can music therapy in medical contexts ever be evidence-based?

This essay seeks to consider some of the issues around evidencethat provide an ongoing challenge to the profession of music therapyto be vigilant and critical with regards the undertaking, butalso the appropriation or application, of research in our alliedhealth discipline. It is written in response to the statement that“medical music therapists need to continue to discuss and debateour views as to what constitutes knowledge, expertise and ‘evidence’in our profession.” (Edwards, 2002, p. 33). A critical perspectiveto current demands for evidence is provided, and the useof quantitative method as the basis for trustworthy research inmusic therapy is discussed. The paediatric medical context is themain site of professional research of the author, however, some ofthe points made will have relevance for other fields of clinicalservice.

The role of the music therapist in promoting parent infant attachment

Abstract
This paper provides a brief overview of recent literature relating to infant musicality and its basis for effective parent-infant work in music therapy. Two strong trends are revealed: the international breadth of the developing work by music therapists within family-centred contexts of practice, especially work with infants and their parents in the early years; and the use oftheoretical principles of communicative musicality (Malloch &Trevarthen, 2008] combined with knowledge of early musical skills. This focus on musical perception and musical development (Briggs, 1991; Trehub, 2003] provides a rationale as to why musical interaction supported by a qualified music therapist can offer a potential pathway for improved attachment between the parent and infant when therapeutic support is indicated.

Music, Markets and Consumption

The article reviews the book "Music, Markets and Consumption" by Daragh O'Reilly, Gretchen Larsen, and Krzysztof Kubacki.

We did the how to teach it: music teaching and learning in higher education in Australia

The Australian Government recognizes that the Arts are acritical part of formal school education and it should not be viewedas subordinate or extra. This paper forms part of a wider researchproject titled “Pre-service teacher attitudes and understandings ofMusic Education” that started in 2013. The focus of this paperinvestigates music teaching and learning in a core unit within theBachelor of Education (Primary) course at Deakin University(Australia). Using questionnaire and interview data gathered in 2014,I employ Interpretative Phenomenological Analysis to analyse andcodify the data. Three themes are discussed in relation to: Why it isimportant to include music in the primary school? What wasenjoyable and what aspects were challenging in the musicworkshops? What can students integrate as generalist teachers intotheir future classrooms? Though the findings focus on “we did thehow to teach it”, it also highlights some challenges and opportunitiesfor students and staff. Tertiary educators are challenged to raise thecapacity and status of music when preparing students to translate themusic curriculum into their future classrooms.

Promoting African music and enhancing intercultural understanding in teacher education

Australia is a culturally diverse nation. The Arts provide a pathway that contributes to the rich tapestry of its people. Tertiary music educators have the responsibility to provide opportunities to effectively prepare and engage pre-service teachers in becoming culturally responsive. The authors discuss the importance and need to include guest music educators as culture bearers when preparing pre-service teachers to teach multicultural music. Drawing on data from student questionnaires, author participant observation and reflective practice in 2014, the findings highlight the experiences and practical engagement of an African music workshop in teacher education courses. Generalisations cannot be made, however, the findings revealed the need, importance and benefits of incorporating guest music educators as culture bearers who have the knowledge, skills and understandings to contribute to multicultural music education. This experience may be similar to other educational settings and it is hoped that the findings may provide a platform for further dialogue in other teaching and learning areas.