THE EFFECTS OF MUSIC ON THE TIME COURSE AND NUMBER OF BUY DECISIONS

摘要

Previous research regarding music and marketing has posited that major key music evokes lighter moods in people than minor key music (Webster and Weir 2005) and that faster music evokes more positive feelings than slower music (Stout and Leckenby 1988). Broekemier et al. 2008 reported that happy music increased shopping intention compared to sad music. Other research suggests that slower music evokes more bar sales in restaurants (Milliman 1986) than faster music and that slower music resulted in higher sales volume in a supermarket than faster music (Milliman 1982). Those studies are field studies or studies that do not use as a dependent variable a decision to buy an item. The present study reports on two well-controlled laboratory experiments that directly test the effects of tempo, key, and affective qualities of music on participants' buying decisions. A Buy/No Buy experimental paradigm was developed that measured the time course and frequency of Buy Decisions by participants viewing photographs of models wearing articles of clothing for sale. Both experiments were completely within-subjects repeated measures designs.