Strumming the Chords of Your Mind: the Effects of Lyrical Music Versus Instrumental Music on Construal Level and Choice

Six studies demonstrate that listening to lyrical (vs. instrumental) music can evoke a higher (vs. lower) level of construal because consumers adopt a global (vs. local) approach to processing song lyrics (vs. musical elements), and that this mental construal, as a procedural mind-set, can influence consumers’ subsequent product decisions.


Xiaoyan Deng, Xiaojing Yang, Lei Jia, and Hyojin Lee (2016) ,"Strumming the Chords of Your Mind: the Effects of Lyrical Music Versus Instrumental Music on Construal Level and Choice", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 274-278.


Xiaoyan Deng, Ohio State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Lei Jia, Ohio State University, USA
Hyojin Lee, San Jose State Universtiy, USA


NA - Advances in Consumer Research Volume 44 | 2016

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