This study was conducted in real art galleries in Lisbon to explore whether the experience lived at an art gallery with or without music background may positively influence behavioral intentions directly or through the positive emotions and the memory created. A total of two hundred and eighteen questionnaire were collected from the seven art gallery. Findings reveal that the intentions to recommend and encourage others to visit the art gallery is a function of pleasant arousal and memories. In this study we also show the influence of background music in helping encoding the information provided by stimuli, which induce visitors to incentive others to visit the art gallery.

This research was conducted in simulated art scenarios to explore the effects of three treatment variations of music on the visualization of art (not only its presence/absence was tested, but also its fast/slow perceived rhythm) and it employed a sample of 234 potential art consumers. Findings suggest that music is not able of enhancing the art experience. Actually, the study found empirical evidences of its negative influence on consumers’ emotional, cognitive and behavioral responses.