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    Music Congruity Effects on Product Memory, Perception, and Choice

    Access Status
    Fulltext not available
    Authors
    North, A.
    Sheridan, Lorraine
    Areni, C.
    Date
    2015
    Type
    Journal Article
    
    Metadata
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    Citation
    North, A. and Sheridan, L. and Areni, C. 2015. Music Congruity Effects on Product Memory, Perception, and Choice. Journal of Retailing.
    Source Title
    Journal of Retailing
    DOI
    10.1016/j.jretai.2015.06.001
    ISSN
    0022-4359
    School
    School of Psychology and Speech Pathology
    URI
    http://hdl.handle.net/20.500.11937/5222
    Collection
    • Curtin Research Publications
    Abstract

    © 2015. Music congruity effects on consumer behavior are conceptualized in terms of cognitive priming of semantic networks in memory, and operationalized as congruent with a product's country of origin (Experiment 1), or congruent with the utilitarian (Experiment 2) or social identity (Experiments 2 and 3) connotations of a product. Hearing a specific genre of music (e.g., classical) activates related concepts in memory (e.g., expensive, sophisticated, formal, educated), which influences the memory for, perception of, and choice of products. Consistent with this account of music congruity effects, three laboratory experiments show that playing music of a specific genre during initial product exposure improved subsequent recall of conceptually related (i.e., congruent) products compared to unrelated products (Experiment 1), affected product choice in favor of congruent products (Experiment 1), and affected how much participants were willing to pay for congruent products (Experiments 2 and 3).

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