Fevered Pitch: Anxiety and Risk Avoidance in Response to Low-Pitch Ambient Sounds

Michael Lowe, Georgia Institute of Technology, USA
Katherine Loveland, Xavier University, USA
Aradhna Krishna , University of Michigan, USA
Consumers are endlessly exposed to ambient sounds, both marketing and non-marketing related. We propose that low-pitched ambient sounds are subconsciously interpreted as indicating a potential environmental threat. Consequently, low-pitched (versus moderate-pitched) ambient sounds cause heightened anxiety, which then leads to increased risk appraisal, and increased risk avoidance.
[ to cite ]:
Michael Lowe, Katherine Loveland, and Aradhna Krishna (2017) ,"Fevered Pitch: Anxiety and Risk Avoidance in Response to Low-Pitch Ambient Sounds", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 755-755.