Isra Qureshi

Document Type

Honors Thesis


Businesses use music to influence consumer engagement and product perceptions. For instance, a retail store in China in 2021 utilized artificial intelligence to manipulate in- store music based on customer facial expressions. This paper reviews the literature on music in retail and discusses how business analytics, such as artificial intelligence, can increase customer satisfaction. The paper focuses on how in-store music and artificial intelligence affect customer behavior. Papers addressing the use of music in retail spaces or artificial intelligence in retail were included. Using Web of Science, I collected 52 papers on in-store music and customer behavior, and 79 papers on artificial intelligence and customer perception. The paper provides a thematic summary of the extant research. Finally, I present directions for future research in using artificial intelligence in retail settings.

Publication Date






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