The effect of musical fit on consumers’ preferences between competing alternate petrols
MetadataShow full item record
Music that ‘fits’ with the attributes of commercial products should raise the salience of those products over others, and therefore prime their selection. Participants were presented with two advertisements for two competing petrol brands, which featured music that did (not) fit with those brands. Brand preferences were not affected by the advertisements among participants who were regular users of one of the brands. However, participants who were not regular users of either brand demonstrated a preference for the brand advertised with music that ‘fitted’ the brand attributes. This demonstrates that musical ‘fit’ can influence product choice when consumers do not have a clear existing preference for one product over another, but is otherwise of limited commercial value.
Showing items related by title, author, creator and subject.
Community junior sport sponsorship: an online experiment assessing children’s responses to unhealthy food v. pro-health sponsorship optionsDixon, H.; Scully, M.; Wakefield, M.; Kelly, B.; Pettigrew, Simone (2017)Copyright © The Authors 2017 Objective: To explore children’s responses to sponsorship of community junior sport by unhealthy food brands and investigate the utility of alternative, pro-health sponsorship options. Design: ...
Roy, Rajat; Chau, Ryan (2011)Purpose: The purpose of this research is to explore how a successful global and a local brand may compete side by side in an existing market place based on consumer‐based brand equity and consumers' status‐seeking motivation ...
Yeoh, J.; North, Adrian (2009)Previous studies have claimed that music can prime the selection of certain products and influence consumers’ propensity to spend because it activates related knowledge of the world and subsequently raises the salience ...