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.


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.


Johann Melzner, New York University, USA
Priya Raghubir, New York University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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