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: | Article |
| Language: | English English |
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SAGE Publications
2010
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| Online Access: | http://psasir.upm.edu.my/id/eprint/17140/ http://psasir.upm.edu.my/id/eprint/17140/1/The%20effects%20of%20musical%20fit%20on%20choice%20between%20two%20competing%20foods.pdf |
| _version_ | 1848843159424991232 |
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| author | Yeoh, Joanne P.S. North, Adrian C. |
| author_facet | Yeoh, Joanne P.S. North, Adrian C. |
| author_sort | Yeoh, Joanne P.S. |
| building | UPM 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.
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| first_indexed | 2025-11-15T08:10:36Z |
| format | Article |
| id | upm-17140 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English English |
| last_indexed | 2025-11-15T08:10:36Z |
| publishDate | 2010 |
| publisher | SAGE Publications |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-171402015-11-03T01:08:15Z http://psasir.upm.edu.my/id/eprint/17140/ The effects of musical fit on choice between two competing foods. Yeoh, Joanne P.S. North, Adrian C. 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. SAGE Publications 2010 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/17140/1/The%20effects%20of%20musical%20fit%20on%20choice%20between%20two%20competing%20foods.pdf Yeoh, Joanne P.S. and North, Adrian C. (2010) The effects of musical fit on choice between two competing foods. Musicae Scientiae, 14 (1). pp. 165-180. ISSN 1029-8649 Music. Consumers. Food. 10.1177/102986491001400107 English |
| spellingShingle | Music. Consumers. Food. Yeoh, Joanne P.S. North, Adrian C. 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 | Music. Consumers. Food. |
| url | http://psasir.upm.edu.my/id/eprint/17140/ http://psasir.upm.edu.my/id/eprint/17140/ http://psasir.upm.edu.my/id/eprint/17140/1/The%20effects%20of%20musical%20fit%20on%20choice%20between%20two%20competing%20foods.pdf |