Date of Award


Degree Name

Master of Arts



First Advisor

Dr. Norman M. Peterson

Second Advisor

Dr. Dale Brethower

Third Advisor

Dr. Bradley E. Huitema

Access Setting

Masters Thesis-Open Access


The present study was compared the effects of employing music and withholding music in a retail setting. Over a three week experimental period, the duration of time customers spent in a store was recorded. The music system was first employed (Phase I), next the customers were subject to an environment void of music (Phase II), and then the music system was reimplemented (Phase III). During Phase II customers spent significantly less time in the store than in Phase I or Phase III. Another store, employing music continually, was used to control extraneous sources of variability. The results provide empirical verification of subjective reports gathered by other researchers.