The Effects of Musical Fit on Choice Between Competing Pairs of Cultural 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 behaviors associated with that music. Music that correspo...
| Main Authors: | , |
|---|---|
| Format: | Journal Article |
| Published: |
Ohio State University * School of Music
2009
|
| Subjects: | |
| Online Access: | http://kb.osu.edu/dspace/handle/1811/44658 http://hdl.handle.net/20.500.11937/46797 |
| _version_ | 1848757660115009536 |
|---|---|
| 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 behaviors associated with that music. Music that corresponds with the attributes of certain products therefore can prime the selection of those products. Ethnically Chinese Malaysian participants were presented with six pairs of products, each containing a Malay or an Indian version of the product in question, and asked to state a preference for one from that pair. Malay or Indian music was played simultaneously in the background. Product choices corresponded with the ethnicity of the background music played. This demonstrates that music ‘fit’ can influence product choice when consumers do not have a clear existing preference for one product over another. |
| first_indexed | 2025-11-14T09:31:37Z |
| format | Journal Article |
| id | curtin-20.500.11937-46797 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:31:37Z |
| publishDate | 2009 |
| publisher | Ohio State University * School of Music |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-467972017-01-30T15:29:19Z The Effects of Musical Fit on Choice Between Competing Pairs of Cultural Products Yeoh, J. North, Adrian music preference choice 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 behaviors associated with that music. Music that corresponds with the attributes of certain products therefore can prime the selection of those products. Ethnically Chinese Malaysian participants were presented with six pairs of products, each containing a Malay or an Indian version of the product in question, and asked to state a preference for one from that pair. Malay or Indian music was played simultaneously in the background. Product choices corresponded with the ethnicity of the background music played. This demonstrates that music ‘fit’ can influence product choice when consumers do not have a clear existing preference for one product over another. 2009 Journal Article http://hdl.handle.net/20.500.11937/46797 http://kb.osu.edu/dspace/handle/1811/44658 Ohio State University * School of Music restricted |
| spellingShingle | music preference choice consumers Yeoh, J. North, Adrian The Effects of Musical Fit on Choice Between Competing Pairs of Cultural Products |
| title | The Effects of Musical Fit on Choice Between Competing Pairs of Cultural Products |
| title_full | The Effects of Musical Fit on Choice Between Competing Pairs of Cultural Products |
| title_fullStr | The Effects of Musical Fit on Choice Between Competing Pairs of Cultural Products |
| title_full_unstemmed | The Effects of Musical Fit on Choice Between Competing Pairs of Cultural Products |
| title_short | The Effects of Musical Fit on Choice Between Competing Pairs of Cultural Products |
| title_sort | effects of musical fit on choice between competing pairs of cultural products |
| topic | music preference choice consumers |
| url | http://kb.osu.edu/dspace/handle/1811/44658 http://hdl.handle.net/20.500.11937/46797 |