Does Music Have an Influence on Risk Taking Behavior?

Consumers continuously take decisions under risk when they purchase products or services. In marketing research, music serves as an atmospheric cue in consumption situations. We found that risk taking behavior is higher for fast tempo compared to slow tempo in minor scale, while tempo had no effect in major music.


Robert Schorn, Alexandra Brunner-Sperdin, and Dagmar Abfalter (2015) ,"Does Music Have an Influence on Risk Taking Behavior?", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 806-806.


Robert Schorn, University for Health Sciences, Medical Informatics and Technology, Hall in Tyrol, Austria
Alexandra Brunner-Sperdin, University of Applied Sciences, Kufstein, Austria
Dagmar Abfalter, University of Music and Performing Arts Vienna, Austria


NA - Advances in Consumer Research Volume 43 | 2015

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