The effects of musical fit on choice between two competing foods

DSpace/Manakin Repository

Show simple item record

dc.contributor.author Yeoh, Joanne P.S.
dc.contributor.author North, Adrian C.
dc.date.accessioned 2010-05-05T19:15:04Z
dc.date.available 2010-05-05T19:15:04Z
dc.date.issued 2010
dc.identifier.citation Yeoh, J. P. S. & North, A. C. (2010). The effects of musical fit on choice between two competing foods. Musicae Scientiae, 14(1), 165-180.
dc.identifier.uri http://hdl.handle.net/123456789/23342
dc.description.abstract 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.      en
dc.language.iso eng en
dc.subject.other Music en
dc.subject.other consumers en
dc.subject.other food en
dc.subject.other preference en
dc.subject.other choice en
dc.title The effects of musical fit on choice between two competing foods en
dc.type Article en

This item appears in the following Collection(s)

Show simple item record