The Effect of Music on Retrieved and Constructed Preferences

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.



Citation:

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 .

Authors

Leonard Lee, Columbia University, USA
Manoj Thomas, Cornell University, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

Why is 1 out of 20 Riskier than 5%? Effect of Representing Unlikely Events as Frequency versus Percentage on Risk Perceptions

Nevena T Koukova, Lehigh University
Joydeep Srivastava, Temple University, USA

Read More

Featured

Time Flies…But Only When the Speed is “Just Right”: How Animation Speed Affects Perceived Waiting Time

Yu Ding, Columbia University, USA
Ellie Kyung, Dartmouth College, USA

Read More

Featured

D12. Future Decisions and Temporal Contiguity Cues: When Absence of Temporal Contiguity Cues Increases Online Reviews’ Persuasiveness.

Francesco Zanibellato, Ca' Foscari University, Venice, Italy

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.