The effect of musical fit on consumers' memory
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This study investigated the impact of musical ‘fit’ on memory for items. Participants were asked to recall 20 items they had seen while listening to either rock music or classical music. Some of the 20 items were associated with either the rebellious stereotype of rock music or the affluent stereotype of classical music. More ‘rock items’ than ‘classical items’ were recalled when rock music was played, although a similar number of ‘classical items’ and ‘rock items’ were recalled when classical music was played. When rock music was played, participants recalled ‘rock items’ earlier than ‘classical items’ and the reverse was found when classical music was played. This suggests that musical ‘fit’ operates by raising the salience of items.
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Yeoh, J.; North, Adrian (2010)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 ...
North, A.; Sheridan, Lorraine; Areni, C. (2015)© 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 ...
North, Adrian; Shilcock, A.; Hargreaves, David (2003)Classical music, pop music, and no music were played in a British restaurant over the course of 18 evenings. The mean spend per head for each table was calculated for starters, main courses, desserts, coffee, bar drinks, ...