The effects of background music on consumers' desire to affiliate in buyer‐seller interactions
Identifieur interne : 000D89 ( Main/Exploration ); précédent : 000D88; suivant : 000D90The effects of background music on consumers' desire to affiliate in buyer‐seller interactions
Auteurs : Laurette Dubé ; Jean-Charles Chebat [Canada] ; Sylvie MorinSource :
- Psychology & Marketing [ 0742-6046 ] ; 1995-07.
English descriptors
- Teeft :
- Affective responses, Affiliate, Affiliative attitudes, Affiliative behaviors, Arousal, Arousal continuum, Arousal dimension, Arousal levels, Attitudinal, Attitudinal measure, Background music, Bank personnel, Banking services, Behavioral, Behavioral measure, Behavioral measures, Classical music extracts, Clinical psychology, Clinical research, Clinical studies, Conceptual differences, Consumer psychology, Consumer research, Consumer responses, Dube, Ecological validity, Empirical evidence, Environmental psychology, Experimental stimuli, Grid, Hedonistic responses, High levels, High pleasure, Higher desire, Holbrook, Holbrook anand, Holbrook gardner, Information processing, Interactive, Interactive effects, Interactive process, John wiley sons, Kellaris, Less desire, Main effects, Main experiment, Main study, Marketing research, Mehrabian, Mezzano prueter, Moderate level, Moderate levels, Moderate tempo, More desire, More pleasure, Multivariate analysis, Music tempo, Music therapy, Musical extracts, Negative thoughts, Nonmusic stimuli, Omega square, Partial account, Past research, Positive thoughts, Psychological mechanisms, Psychological reports, Psychological reversals, Psychology marketing, Russell mehrabian, Sedative, Sedative music, Separate analyses, Significant effect, Significant interaction, Social psychology, Stratton zalanowski, Subsequent contrast analyses, Sujan, Tempo, Verbal interaction.
Abstract
The effect of music‐induced pleasure and arousal on consumers' desire to affiliate in buyer‐seller interactions were investigated in the context of bank services. Background music was manipulated using classical music extracts pretested to vary in pleasure (low, moderate, and high) and arousal (low, moderate, and high) according to the Affect Grid (Russell, Weiss, & Mendelsohn, 1989). Independent and interactive effects of music‐induced pleasure and arousal on consumers' desire to affiliate were found. Higher desire to affiliate was associated with more pleasure and more arousal; pleasure had a stronger positive impact under low and high arousal than under a moderate level, and arousal had a stronger effect under low and high pleasure compared to moderate level. Theoretical and practical implications of the results are provided. © 1995 John Wiley & Sons, Inc.
Url:
DOI: 10.1002/mar.4220120407
Affiliations:
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