Musical fit and willingness to pay for utilitarian products among university students.

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Musical fit and willingness to pay for utilitarian products among university students.

This study investigated the impact of musical fit on consumers? Purchase intentions regarding utilitarian products. Participants were shown pictures of products and asked to state the maximum they would be willing to pay for each item. Following that, participants were also shown pictures of two com...

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Bibliographic Details
Main Author:	Sze, Yeoh Pei Joanne
Format:	Article
Language:	English
Published:	Universiti Putra Malaysia Press 2010
Online Access:	http://psasir.upm.edu.my/id/eprint/15764/

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