How the sound frequency of background music influences consumers’ perceptions and decision making

Tsutomu Sunaga*

*この研究の対応する著者

研究成果: Article査読

20 被引用数 (Scopus)

抄録

This study examined how music frequency affected consumers’ perception and decision making. The results of three experimental studies show that music frequency affects perceived distance between the sound source and the perceiver. Consequently, the representation of marketing message that matched (vs. mismatched) the background music's frequency enhanced consumers’ evaluative judgments. Specifically, Study 1A demonstrates that low-frequency (vs. high-frequency) music increased perceived distance. Studies 2, 3A, and 3B indicate that low-frequency (high-frequency) music matched products with abstract (concrete) representations and marketing messages signifying far (near) psychological distance. The congruency between psychological distance induced by music frequency and mental representations of products and message orientation offers a novel perspective on the notion of congruency. Moreover, Study 2 provides evidence that supports the congruency–fluency–evaluation chain (i.e., the mediating role of fluency), and Studies 3A and 3B show that the congruency has downstream effects. This study provides a theoretical contribution to the literature on the effects of music in marketing contexts by presenting convergent evidence that individuals exposed to low-frequency (high-frequency) music are inclined to construe a marketing message at a high (low) level.

本文言語English
ページ(範囲)253-267
ページ数15
ジャーナルPsychology and Marketing
35
4
DOI
出版ステータスPublished - 2018 4月
外部発表はい

ASJC Scopus subject areas

  • 応用心理学
  • マーケティング

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