The Effect of Music on Retrieved and Constructed Preferences

Leonard Lee, Columbia University, USA
Manoj Thomas, Cornell University, USA
We hypothesize that listening to music while making preference judgments can make consumers more likely to retrieve pre-existing category-level preferences than to construct preferences based on specific attributes of available options. Specifically, we found that listening to music made males more likely to prefer books on power/politics to those on pain/suffering (Study 1), and action/crime movies to romance/comedy movies (Study 2). Mediation analyses revealed that preferences for genres mediated the effect of music on preferences. Finally, results from a field experiment conducted in a retail store (Study 3) suggest that listening to music increases purchase of products from hedonic categories.
[ to cite ]:
Leonard Lee and Manoj Thomas (2010) ,"The Effect of Music on Retrieved and Constructed Preferences", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 45-48 .