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In-store music is regarded as an effective tool of marketing communication and social control. According to the marketing theory appropriately designed music(scape) can mediate two contrary effects: namely approach and avoidance behavior. The first one includes all positive behaviours that might be directed at a particular place, such as a desire to stay, explore and affiliate, joy of shopping, returning, spending money, time spent browsing, loyalty etc. Avoidance behaviour reflects the opposite. What role in thes...