Musical fit and willingness to pay for utilitarian products among university students.
This study investigated the impact of musical fit on consumers? Purchase intentions regarding utilitarian products. Participants were shown pictures of products and asked to state the maximum they would be willing to pay for each item. Following that, participants were also shown pictures of two com...
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| Format: | Article |
| Language: | English |
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Universiti Putra Malaysia Press
2010
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