Background music tempo effects on food evaluations and purchase intentions |
| |
| Institution: | 1. IESEG School of Management, France;2. NEOMA Business School, France;1. School of Management, Harbin University of Commerce, 1 Xuehai Street, Harbin, 150028, China;2. Yatai School of Business Administration, University of Finance and Economics, 699 Jingyue Street, Changchun, 130117, China;3. School of Marketing and International Business, Victoria University of Wellington, New Zealand;4. Department of Marketing, Romanian American University, Bucharest, Romania;1. Visual and Cognitive Neuroscience Laboratory (VCN Lab), Department of Psychology, Faculty of Social Sciences and Humanities, Ariel University, Ariel, Israel;2. Navigation and Accessibility Research Center of Ariel University (NARCA), Ariel, Israel;3. Department Marketing, Audencia Business School, Route de la Jonelière 8, 44312, Nantes, France;4. Human Factors Engineering & Cognitive Sciences Laboratory, The Department of Industrial Engineering & Management, Ariel University, Ariel, Israel;1. Department of Electronics and Informatics (ETRO), Vrije Universiteit Brussel, Brussels, Belgium;2. Department of Experimental Psychology, KU Leuven, Leuven, Belgium;3. Crossmodal Research Laboratory, Department of Experimental Psychology, Oxford University, Oxford, UK;4. Philips Research Laboratories, Department of Brain, Body & Behavior, Eindhoven, The Netherlands;5. Donders Institute, Radboud University, Department of Biophysics, Nijmegen, The Netherlands |
| |
| Abstract: | This article is a report of results of three studies investigating effects of fast versus slow background musical tempo on physiology, cognition, and emotions. Two pilot studies first measure consumer perceptions of tempo. In Studies 1 and 2, participants view a short video restaurant advertisement featuring fast or slow background music along with illustrations of food items. Results indicate that fast music is more effective than slow music for evoking positive taste expectations and purchase intentions. Study 3 shows that the effects observed in Studies 1 and 2 occur because fast music enhances self-reported arousal levels that then lead to enhanced moods, taste expectations, and purchase intentions. Theoretical implications regarding effects of music on emotional responses are discussed, as are practical managerial implications for using fast music as a persuasive technique. |
| |
| Keywords: | Music tempo Perceived taste Purchase intentions Sensory marketing |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
