The effects of musical fit on choice between two competing foods.
Two experiments investigated the impact of musical “fit” on consumer choice. In Experiment 1, Malaysian participants of Malay, Indian, or Chinese ethnicity chose between Malay and Western food while either Malay or Western music played in the background. Participants tended to choose Malay food, irr...
| Main Authors: | , |
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| Format: | Article |
| Language: | English English |
| Published: |
SAGE Publications
2010
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/17140/1/The%20effects%20of%20musical%20fit%20on%20choice%20between%20two%20competing%20foods.pdf |