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, Joanne P.S., North, Adrian C.
Format:	Article
Language:	English English
Published:	SAGE Publications 2010
Subjects:	Music. Consumers. Food.
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

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