On Pachelbel and Prices: How Musical Time Signature and Tonal Pattern Impacts Number Predilection

Keith Coulter, Clark University, USA
Rajneesh Suri, Drexel University, USA
In this paper we examine how characteristics of the music accompanying an advertisement impact consumers’ liking of a product price contained in that advertisement. In the context of four studies, we find that consumers prefer prices that correspond to: a) meter or time signature, and b) tonal pitch pattern (melody).
[ to cite ]:
Keith Coulter and Rajneesh Suri (2014) ,"On Pachelbel and Prices: How Musical Time Signature and Tonal Pattern Impacts Number Predilection ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 780-780.