The Sound of Music: the Influence of Timbre on Product Perception
Does the distinctive sound of an instrument (“timbre”) trigger specific associations and can these in turn affect product perceptions? Nine studies show that the electric-guitar (versus violin) timbre triggers associations of greater ruggedness (versus sophistication), that transfer to product perceptions with consequences for evaluations, purchase intentions, PWP, and donation amount.
Citation:
Johann Melzner and Priya Raghubir (2019) ,"The Sound of Music: the Influence of Timbre on Product Perception", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 201-205.
Authors
Johann Melzner, New York University, USA
Priya Raghubir, New York University, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
Share Proceeding
Featured papers
See MoreFeatured
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
Featured
Can Fear Be Eaten? Emotional and Behavioral Consequences of Intake of Fear-inducing Food or Drink
Jiangang Du, Nankai University
Qiuying Zheng, Beijing University of Chinese Medicine
Michael K. Hui, Chinese University of Hong Kong, China
Xiucheng Fan, Fudan University, China
Featured
The “Break-in” Effect: A Token Gesture Can Increase Task Initiation and Prevent Goal Abandonment
Adelle Xue Yang, National University of Singapore, Singapore
Babu Gounder, University of Miami, USA
Rajesh Bagchi, Virginia Tech, USA