The starting point of this paper is the will to understand the attending reasons of our respondents. The in-depth interviews revealed an interest in more than one aspect of a jazz venue: not only the artists but also the physical environment and the atmosphere (a little percentage was interested in aspects different from those). To start to understand and apply the PAD model, we needed to elaborate the data that come from the questionnaires and after that to conduct, with the support of SPSS, factor analysis on atmospherics and emotions. The results were then used to see “How do atmospherics influence the perception of emotions?”, “How do perceived emotions influence clients’ behavior?”, “Do atmospherics also have an effect on behavior?”. Based on the results of the regressions related to the PAD and some further analyses, we concluded our research with some managerial advice that can be useful to the owner of the place in order to exploit the effective potential of Salumeria della Musica.

2. LOCATED IN VIA ANTONIO PASINETTI 2 (MILANO SUD)
AT LEAST 5 DAYS A WEEK THEY OFFER UNIQUE CONCERTS, WHERE
ALL OUR SENSES ARE INVOLVED IN A PARTICULAR WAY.
LA SALUMERIA DELLA MUSICA IS INTERNATIONALLY KNOWN FOR
JAZZ NIGHTS.
IN 1996 IT WAS CONSIDERED
BY THE PRESS THE BEST JAZZ CLUB
IN MILAN AND ONE OF
THE BEST IN EUROPE.

3. JAZZ Nights
SUCCESS FACTORS:
 PARTICULAR AND UNIQUE
ATMOSPHFERE
ACOUSTIC RESEARCH
HIGH QUALITY OF ARTISTIC
SCHEDULING

4. JAZZ Nights
Salumeria
Quality of music
Unique atmosphere

5. PROBLEM Definition
DO PEOPLE GO TO SALUMERIA BECAUSE OF THE
ATMOSPHERE OR BECAUSE OF A SPECIFIC ARTIST?
 HOW DO ATMOSPHERICS INFLUENCE THE PERCEPTION OF EMOTIONS?
 HOW DO PERCEIVED EMOTIONS INFLUENCE CLIENTS’ BEHAVIOR?
DO ATMOSPHERICS ALSO HAVE AN EFFECT ON BEHAVIOR?

6. General RESEARCH
BASED ON PREVIOUS RESEARCH WE ASSUME THAT:
• PEOPLE GO TO LISTEN TO LIVE MUSIC EITHER BECAUSE THEY ARE INTERSTED IN THE
ARTIST PERFORMING/ MUSIC OR BECAUSE OF PERSONAL AND SOCIAL CONSIDERATIONS
• THE MAIN MOTIVATION OF PEOPLE TO ATTEND A MUSIC FESTIVAL IS THE MUSIC ITSELF
• LISTENER’S LEVEL OF ANITICIPATION FOR A CONCERT, THE PLAYERS’ APPARENT
ENGAGEMENT, THE REPERTOIRE AND QUALITY OF THE PERFORMANCE ARE THE MAIN
FACTORS TROUGH WHICH ENJOYMENT IS INFLUENCED BY THE VENUES EXPERIENCE
• THERE IS A DISTINCTION BETWEEN HIGH AND LOW CULTURE
• THERE IS A DISTINCTION BETWEEN FANS AND CONSUMERS

7. QUALITATIVE Research
WEBSITE & VISIT
TO THE VENUE
 PARTICULAR AND
UNIQUE ATMOSPHERE
ACUSTIC RESEARCH
HIGH QUALITY OF
ARTISTIC SCHEDULING
INTERVIEW WITH
THE OWNER
IMPORTANCE OF THE
QUALITY OF MUSIC
 FOOD AND BEVERAGES
ARE IMPORTANT BUT
ARE NOT THE ELEMENT
THAT BRINGS PEOPLE
TO THE VENUE
 NOT A FASHIONABLE
PLACE
 NEW AND FIXED
AUDIENCE
IN-DEPTH
INTERVIEWS
A SAMPLE OF TWO
GROUPS:
• THOSE WHO HAVE
BEEN TO THE VENUE
• THOSE WHO
HAVEN’T
 LADDERING
METHODOLOGY

8. QUALITATIVE Research
IN-DEPTH
INTERVIEWS
• REASONS FOR
ATTENDING A JAZZ NIGHT
• FEATURES OF THE
PERFECT JAZZ PLACE
RELATED TO THE
SURVEY
SECTIONS:
• DEMOGRAPHICS
• ATMOSPHERIC SECTION
ENVIRONMENT
• EMOTION SECTION
•FEATURES OF A JAZZ
NIGHT ATMOSPHERE
• BEHAVIOR SECTION
• EMOTION-RELATED
QUESTIONS
119 SURVEYS

9. QUANTITATIVE Research
Age
103 SUBJECTS
DESCRIPTIVES OF THE SAMPLE:
GENDER – WELL BALANCED
• OCCUPATION
Less than 29
30-39
Highest education title
• AGE
• EDUCATION
60
40
20
0
60
50
40
30
20
10
0
40-50
More than
50
Occupation
employee
self-employed
unemployed
student
23%
College High Middle None
School school
14%
36%
27%

10. QUANTITATIVE Research
DO PEOPLE GO TO SALUMERIA
BECAUSE OF THE ATMOSPHERE OR
BECAUSE OF A SPECIFIC ARTIST?
DO PEOPLE LIKE SALUMERIA?
Motivation for attending Salumeria
Like Salumeria
Artist
15%
7%
Atmosphere
38%
26%
21%
Both artist and
atmosphere
Other elements
93%
Yes
No

11. QUANTITATIVE Research
FACTOR ANALYSIS:
 FACTOR ANALYSIS OF ATMOSPHERICS
F1: Pleasurable and arousing
F2: Alternative/unconventional
F3: Musical/artistic quality
F4: Bar/restaurant service quality
F5: Physical architecture/interior design
F6: Social relations development
F7: Affordability
FACTOR ANALYSIS OF EMOTIONS
Factor 1: PLEASURE (high loadings on
Pleasurable; Quiet/Relaxing; Comfortable;
Sociable)
Factor 2: AROUSAL (high loadings on
Aroused; Willing to experience; Satisfied)
Factor 3: DOMINANCE (high loadings on
Fashionable; Useful; Dominant)

12. QUANTITATIVE Research
REGRESSION:

13. Managerial ADVICE
DO YOU LIKE SALUMERIA?
Carried on a further regression to see
the effect of the factors for emotions that
we identified during our analysis, in
order to better understand how these
emotions influence if clients “like” or not
the Salumeria
FEELING AROUSMENT: WHO DOES?
Investigated what target is most
likely to be “aroused” when coming
to Salumeria

14. Managerial ADVICE
PAD - REGRESSIONS +
ADDITIONAL REGRESSIONS
POTENTIAL OF SUCCEEDING IN DRAWING A
YOUNGER AUDIENCE
 PUT EFFORTS ON INCREASING THE
EXPERIENTIAL SATISFACTION
 IMPROVE THE ATMOSPHERE AT THE PLACE IN
GENERAL, MAKING IT MORE UNIQUE THUS
BEING ABLE TO SUSTAIN THE INTEREST OF
THE VISITORS
 MAKE THE PLACE MORE TRENDY AND
FASHIONABLE
 PROVIDE HIGHER QUALITY OF SERVICES
 OTHER: INCREASE THE NUMBER OF ARTISTS
OFFERED, MORE INTIMATE ATMOSPHERE FOR
SOME JAZZ NIGHTS, BETTER LOGISTIC AT THE
ENTRANCE