DOI: 10.32725/978-80-7694-102-1.11

Inproforum 2024 (vol. 18):77-82 | DOI: 10.32725/978-80-7694-102-1.11

Facereader as a tool to evaluate music preferences of Slovak consumers

Patrik Jurčišin, Jakub Berčík, Adriana Rusková, Peter Vaško

SUA in Nitra/Institute of Marketing, Trade and Social Studies, Tr. A. Hlinku 2, 949 76 Nitra

The sales environment is a space that needs the interplay of several elements to create a pleasant atmosphere. The space must create a shopping experience, only then will custom-ers remember it better. One of the components of a good sales environment is music. It can positively influence consumers' mood, memory, attitude towards brands and purchase in-tentions. To properly approach the creation of a quality music backdrop, in this study we will focus on the analysis of Slovak consumers' music preferences using the FaceReader tool. The latter allows measuring and analysing emotional reactions to specific music stim-uli.  The aim is to investigate the impact of selected audio stimuli on consumers' emotional responses, recording and analysing expressions such as facial expressions and changes in emotional state. This implicit data is then compared with explicit feedback provided by consumers through Computer Assisted Web Interviewing (CAWI) questionnaire. The re-search results correlate the implicit feedback with stated preferences, offering a more com-prehensive view of music perceptions and preferences in the Slovak context

Keywords: Store atmosphere, Music preferences, FaceReader, Consumer emotions

Published: January 11, 2025  Show citation