The effects of musical fit on consumers’ choice when opportunity and ability is limited

The effects of musical fit on consumers’ choice when opportunity and ability is limited

Two experiments were carried out to investigate the impacts of musical ‘fit’ on the choice between two products when the opportunity and ability to consider their relative advantages were either limited (Experiment 1) or ample (Experiment 2). Experiment 1 asked participants to read complex descripti...

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Bibliographic Details
Main Authors: Yeoh, Joanne Pei Sze, North, Adrian
Format: Article
Language:English
Published: Universiti Putra Malaysia Press 2013
Online Access:http://psasir.upm.edu.my/id/eprint/40399/
http://psasir.upm.edu.my/id/eprint/40399/1/The%20Effects%20of%20Musical%20Fit%20on%20Consumers%E2%80%99%20Choice%20when%20Opportunity%20and%20Ability%20is%20Limited.pdf

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