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- Title
Exploring Tempo and Modality Effects, On Consumer Responses to Music.
- Authors
Kellaris, James J.; Kent, Robert J.
- Abstract
Music plays a pervasive role in consumers' lives and is often used in marketing communication. Several sources have recommended "dissecting" music to isolate component properties responsible for various effects on consumers. Recent advances in electronic music technology facilitate such research. Two experiments were conducted to explore tempo and modality effects on listeners' responses to music. Experiment I used computer technology to create music containing orthogonal manipulations of tempo and mode. To assess the generality of effects observed in Experiment I, Experiment II used commercially recorded music to manipulate tempo and mode. A consistent pattern of main and interaction effects was found across the two experiments.
- Publication
Advances in Consumer Research, 1991, Vol 18, Issue 1, p243
- ISSN
0098-9258
- Publication type
Conference Proceeding