On Pachelbel and Prices: How Musical Time Signature and Tonal Pattern Impacts Number Predilection
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).
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 780-780.
Keith Coulter, Clark University, USA
Rajneesh Suri, Drexel University, USA
NA - Advances in Consumer Research Volume 42 | 2014
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