The effects of musical fit on choice between two competing foods
Two experiments investigated the impact of musical “fit” on consumer choice. In Experiment 1, Malaysian participants of Malay, Indian, or Chinese ethnicity chose between Malay and Western food while either Malay or Western music played in the background. Participants tended to choose Malay food, irr...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Sage Publications Ltd.
2010
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/42639 |
| _version_ | 1848756476277948416 |
|---|---|
| author | Yeoh, J. North, Adrian |
| author_facet | Yeoh, J. North, Adrian |
| author_sort | Yeoh, J. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Two experiments investigated the impact of musical “fit” on consumer choice. In Experiment 1, Malaysian participants of Malay, Indian, or Chinese ethnicity chose between Malay and Western food while either Malay or Western music played in the background. Participants tended to choose Malay food, irrespective of the type of music played. Experiment 2 repeated the same basic methodology but presented a more ambiguous choice scenario of Malay versus Indian food while either Malay or Indian music played in the background. Food choices corresponded with the ethnicity of the background music. This suggests that musical “fit” can influence product choice, consistent with previous research, but only when consumers do not have a clear existing preference for one product over another. |
| first_indexed | 2025-11-14T09:12:48Z |
| format | Journal Article |
| id | curtin-20.500.11937-42639 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:12:48Z |
| publishDate | 2010 |
| publisher | Sage Publications Ltd. |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-426392017-09-13T14:26:49Z The effects of musical fit on choice between two competing foods Yeoh, J. North, Adrian choice preference food consumers Music Two experiments investigated the impact of musical “fit” on consumer choice. In Experiment 1, Malaysian participants of Malay, Indian, or Chinese ethnicity chose between Malay and Western food while either Malay or Western music played in the background. Participants tended to choose Malay food, irrespective of the type of music played. Experiment 2 repeated the same basic methodology but presented a more ambiguous choice scenario of Malay versus Indian food while either Malay or Indian music played in the background. Food choices corresponded with the ethnicity of the background music. This suggests that musical “fit” can influence product choice, consistent with previous research, but only when consumers do not have a clear existing preference for one product over another. 2010 Journal Article http://hdl.handle.net/20.500.11937/42639 10.1177/102986491001400107 Sage Publications Ltd. restricted |
| spellingShingle | choice preference food consumers Music Yeoh, J. North, Adrian The effects of musical fit on choice between two competing foods |
| title | The effects of musical fit on choice between two competing foods |
| title_full | The effects of musical fit on choice between two competing foods |
| title_fullStr | The effects of musical fit on choice between two competing foods |
| title_full_unstemmed | The effects of musical fit on choice between two competing foods |
| title_short | The effects of musical fit on choice between two competing foods |
| title_sort | effects of musical fit on choice between two competing foods |
| topic | choice preference food consumers Music |
| url | http://hdl.handle.net/20.500.11937/42639 |