TY - JOUR
T1 - Music congruity effects on product memory, perception, and choice
AU - North, Adrian C.
AU - Sheridan, Lorraine P.
AU - Areni, Charles S.
PY - 2016/3/1
Y1 - 2016/3/1
N2 - 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).
AB - 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).
KW - Atmospherics
KW - Music
KW - Retailing
KW - Congruity
KW - Recall
KW - Choice
UR - http://www.scopus.com/inward/record.url?scp=84959552023&partnerID=8YFLogxK
U2 - 10.1016/j.jretai.2015.06.001
DO - 10.1016/j.jretai.2015.06.001
M3 - Article
AN - SCOPUS:84959552023
SN - 0022-4359
VL - 92
SP - 83
EP - 95
JO - Journal of Retailing
JF - Journal of Retailing
IS - 1
ER -