The effects of musical fit on choice between two competing foods

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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...

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Bibliographic Details
Main Authors:	Yeoh, J., North, Adrian
Format:	Journal Article
Published:	Sage Publications Ltd. 2010
Subjects:	choice preference food consumers Music
Online Access:	http://hdl.handle.net/20.500.11937/42639

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