摘要：In recent decades, scientific studies had focused on consumer’s behavior and the environmental variables surrounding their universe as an individual in the scenario of retail consumption. Researches indicate that environmental stimulation can influence behavior on an emotional level. The most studied environmental variable in the store’s atmosphere is the sound, because of its easy handling and be less invasive. However, it is perceived that there is a lack of studies on the sound stimulus in the retail environment of clothing popular in the Brazilian or international market. The present study investigated the influence of such stimulation on the attitudes of approach and rejection in a popular clothing store manipulating the environment sound. The study sought also to identify which gender is more influenced by environmental sound stimulus. To this end, a survey was applied using a scale adapted of the retail model PAD (pleasure, activation, and dominance), developed by Mehrabian and Russell (1974) and adapted by Donovan and Rossiter (1982), and conducted a descriptive analysis and analysis of variance (ANOVA). The investigation established that the environmental stimulus sound has a positive and negative influence on the consumer behavior of both sexes, while pointing out that the attitude of approach occurs when the music scene in consumption is the gospel; the music style Soul / R & B caused in both genders a feeling of remoteness. The results also revealed that the man is more affected than women when in contact with the manipulated music in the store.
