The Role of Affect, Music and Self-Awareness in Consumer Information Processing

Iris Hung, National University of Singapore, Singapore
Robert S. Wyer, Jr., Hong Kong University of Science & Technology, China
People’s tendency to base their product evaluations on subjective reactions may depend on their sensitivity to these reactions. Experimental manipulations of self-awareness increased participants’ tendency to imagine using the products in a situational context activated by music, and consequently increased evaluations of products that were typically used in the situational context called to mind by the music.
[ to cite ]:
Iris Hung and Robert S. Wyer, Jr. (2009) ,"The Role of Affect, Music and Self-Awareness in Consumer Information Processing", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1017-1017.