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

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.


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.


Iris Hung, National University of Singapore, Singapore
Robert S. Wyer, Jr., Hong Kong University of Science & Technology, China


NA - Advances in Consumer Research Volume 36 | 2009

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