Purpose
This paper aims to provide a comprehensive framework on how and when musical elements such as keys, complexity, tempo and volume influence consumers’ mood, attention, information recall, product evaluation and purchase decisions in the context of retail therapy.

Design/methodology/approach
This paper builds on a critical literature review to develop a conceptual framework and formulate relevant propositions, leveraging self-regulation and self-control theories.

Findings
Through our analysis of these studies, we found that in musical retail therapy, minor keys paired with high complexity can intensify negative moods and negative product evaluation. Conversely, major keys combined with low complexity can moderate negative and positive moods, leading to positive product evaluations. We argue that high tempo and high volume can invoke high arousal and low impulse control, leading to low attention and low recall. This subsequently moderates the negative mood, resulting in weak negative product evaluation. Low tempo and low volume, however, invoke low arousal and high impulse control, leading to high attention and high recall, which moderates negative mood and negative product evaluation.

Originality/value
Reflecting on the limitations of the existing studies, this conceptual work proposes a comprehensive theoretical framework for understanding the significance of musical elements in retail therapy that can enhance consumers moods and experiences. Further, the current paper is different from the existing literature in that it helps academic researchers and marketers understand different ways to use musical elements that can positively affect consumer behavior in a complex situation like retail therapy.