Show simple item record

dc.contributor.advisorNorth, Professor Adrian
dc.contributor.authorYeoh, Joanne Pei Sze
dc.date.accessioned2014-10-30T13:54:08Z
dc.date.available2014-10-30T13:54:08Z
dc.date.issued2009-04-17
dc.identifier.urihttp://hdl.handle.net/10399/2728
dc.description.abstractThis thesis examines the limitations of the impact of musical fit on consumers‟ behavior. Musical fit is a recent concept in the literature, concerning how a correspondence between the properties of a product and those of concurrent background music can influence choice between competing products or prime recall of those products. The first chapter reviews theories concerning the impact of music on consumer behaviour. Seven further chapters follow, each describing one or two lab-based experiments. The first study showed that musical fit cannot influence preferences between utilitarian products. Studies 2, 3 and 4 found that musical fit influenced consumers only when they do not have pre-existing product preferences and are motivated to consider competing products. Study 5 found that musical fit influenced product choices only when consumers had limited (rather than ample) time in which to consider competing products. Studies 6 and 7 suggested that musical fit operates by priming product-related thoughts: it led to greater recall of associated products and to these products being recalled more quickly. The concluding chapter summarises the findings, describes the limitations of the research (and provides guidance for future research), and addresses the theoretical and practical implications of the current work.en_US
dc.language.isoenen_US
dc.publisherHeriot-Watt Universityen_US
dc.publisherLife Sciencesen_US
dc.rightsAll items in ROS are protected by the Creative Commons copyright license (http://creativecommons.org/licenses/by-nc-nd/2.5/scotland/), with some rights reserved.
dc.titleThe limitations of musical fit effectsen_US
dc.typeThesisen_US


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record