Three Essays on Music and Consumer Behavior: The Impact of Music Type on Product Evaluation and Purchase Intent
Doctor of Philosophy (PhD)
First Advisor's Name
Kimberly A. Taylor
First Advisor's Committee Title
Second Advisor's Name
Second Advisor's Committee Title
Third Advisor's Name
Bennett L. Schwartz
Third Advisor's Committee Title
Fourth Advisor's Name
Fourth Advisor's Committee Title
Fifth Advisor's Name
William F. Humphrey
Fifth Advisor's Committee Title
music, consumer, affect
Date of Defense
Music is omnipresent in consumer environments and is classifiable by multi-dimensional measures of affect. This research explores the relationship between affect perceived within music, and how the resulting affective state created by music influences product evaluations.
Three essays explore the relationship between affect valence and purchase intent, the moderating influence of music arousal, and the effect of positive affect cues perceived in products. Four studies provide supporting evidence that music influences product evaluations in the same direction as the music affect valence. Experienced affect in the listener mediates the relationship between music affect and product evaluations, and arousal moderates the influence of affect. Positive affect cues, which occur when there is a perception that a product has the ability to improve affect, is also a significant moderator.
Results reveal that positive affect music that is high in arousal increases product evaluations, but negative valence and low arousal music has no effect. However, the influence of affect from the negative music conditions were not as pronounced as the positive music conditions. Results also reveal that product type (presence of positive affect cues / no positive affect cues) interacts with affect valence in that negative affect leads to high purchase intent when consumers perceive the product can make them feel better. This provides additional understanding to music’s role in affect-as-information processing as well as music’s role in affect regulation behaviors by consumers.
Maloney, Gregory G., "Three Essays on Music and Consumer Behavior: The Impact of Music Type on Product Evaluation and Purchase Intent" (2020). FIU Electronic Theses and Dissertations. 4504.
Cognition and Perception Commons, Marketing Commons, Music Commons, Sales and Merchandising Commons
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