The Effects of Musical Fit on Consumers’ Ability to Freely Recall Related Products
Previous studies have claimed that music can prime the selection of certain products and influence consumers’ propensity to spend because it activates related knowledge of the world and subsequently raises the salience of certain products and behaviours associated with that music. The possibility th...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Ohio State University * School of Music
2010
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| Online Access: | http://hdl.handle.net/1811/45168 http://hdl.handle.net/20.500.11937/14755 |
| _version_ | 1848748708055744512 |
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| author | Yeoh, J. North, Adrian |
| author_facet | Yeoh, J. North, Adrian |
| author_sort | Yeoh, J. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Previous studies have claimed that music can prime the selection of certain products and influence consumers’ propensity to spend because it activates related knowledge of the world and subsequently raises the salience of certain products and behaviours associated with that music. The possibility that music can raise the salience of associated products has not been tested directly, however, and ought to manifest itself through enhanced ability to recall the products in question when associated music is played. Accordingly, this study investigated the impact of musical ‘fit’ on product recall. Participants were asked to list as many Malay and Indian food items as they could while listening to either Malay or Indian music. Among ethnically Chinese participants, more Malay food items were recalled when Malay music was played and more Indian food items were recalled when Indian music was played. Ethnically Malay and Indian participants were more likely to recall food from their own cultures, irrespective of the music played. |
| first_indexed | 2025-11-14T07:09:20Z |
| format | Journal Article |
| id | curtin-20.500.11937-14755 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:09:20Z |
| publishDate | 2010 |
| publisher | Ohio State University * School of Music |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-147552017-01-30T11:45:50Z The Effects of Musical Fit on Consumers’ Ability to Freely Recall Related Products Yeoh, J. North, Adrian music recall consumers Previous studies have claimed that music can prime the selection of certain products and influence consumers’ propensity to spend because it activates related knowledge of the world and subsequently raises the salience of certain products and behaviours associated with that music. The possibility that music can raise the salience of associated products has not been tested directly, however, and ought to manifest itself through enhanced ability to recall the products in question when associated music is played. Accordingly, this study investigated the impact of musical ‘fit’ on product recall. Participants were asked to list as many Malay and Indian food items as they could while listening to either Malay or Indian music. Among ethnically Chinese participants, more Malay food items were recalled when Malay music was played and more Indian food items were recalled when Indian music was played. Ethnically Malay and Indian participants were more likely to recall food from their own cultures, irrespective of the music played. 2010 Journal Article http://hdl.handle.net/20.500.11937/14755 http://hdl.handle.net/1811/45168 Ohio State University * School of Music restricted |
| spellingShingle | music recall consumers Yeoh, J. North, Adrian The Effects of Musical Fit on Consumers’ Ability to Freely Recall Related Products |
| title | The Effects of Musical Fit on Consumers’ Ability to Freely Recall Related Products |
| title_full | The Effects of Musical Fit on Consumers’ Ability to Freely Recall Related Products |
| title_fullStr | The Effects of Musical Fit on Consumers’ Ability to Freely Recall Related Products |
| title_full_unstemmed | The Effects of Musical Fit on Consumers’ Ability to Freely Recall Related Products |
| title_short | The Effects of Musical Fit on Consumers’ Ability to Freely Recall Related Products |
| title_sort | effects of musical fit on consumers’ ability to freely recall related products |
| topic | music recall consumers |
| url | http://hdl.handle.net/1811/45168 http://hdl.handle.net/20.500.11937/14755 |