How the Sound Frequency of Background Music Influences Consumers’ Perceptions and Decision Making
How the Sound Frequency of Background Music Influences Consumers’ Perceptions and Decision Making
复制标题
背景音乐的声音频率如何影响消费者的感知和决策
DOI：
10.1002/mar.21084
复制
发表时间：
2018
影响因子：
6.7
通讯作者：
Tsutomu Sunaga
中科院分区：
文献类型：
--
作者：
Tsutomu Sunaga;Tsutomu Sunaga
这项研究考察了音乐频率如何影响消费者的认知和决策。三个实验研究的结果表明，音乐频率影响声源与感知者之间的感知距离。因此，与背景音乐频率匹配（与不匹配）的营销信息的表示增强了消费者的评价判断。具体来说，研究1A表明低频（相对于高频）音乐增加了感知距离。研究2,3a和3B表明，低频（高频）音乐将产品与抽象（具体）表征和营销信息相匹配，表示远（近）心理距离。音乐频率诱发的心理距离与产品心理表征和信息取向之间的一致性为一致性概念的研究提供了新的视角。此外，研究2提供了支持一致性-流畅性-评价链（即流畅性的中介作用）的证据，研究3A和3B表明一致性具有下游效应。本研究通过提供趋同的证据表明，接触低频（高频）音乐的个体倾向于在高（低）水平上解释营销信息，为音乐在营销背景下的影响的文献提供了理论贡献。
This study examined how music frequency affected consumers’ perception and decision making. The results of three experimental studies show that music frequency affects perceived distance between the sound source and the perceiver. Consequently, the representation of marketing message that matched (vs. mismatched) the background music's frequency enhanced consumers’ evaluative judgments. Specifically, Study 1A demonstrates that low‐frequency (vs. high‐frequency) music increased perceived distance. Studies 2, 3A, and 3B indicate that low‐frequency (high‐frequency) music matched products with abstract (concrete) representations and marketing messages signifying far (near) psychological distance. The congruency between psychological distance induced by music frequency and mental representations of products and message orientation offers a novel perspective on the notion of congruency. Moreover, Study 2 provides evidence that supports the congruency–fluency–evaluation chain (i.e., the mediating role of fluency), and Studies 3A and 3B show that the congruency has downstream effects. This study provides a theoretical contribution to the literature on the effects of music in marketing contexts by presenting convergent evidence that individuals exposed to low‐frequency (high‐frequency) music are inclined to construe a marketing message at a high (low) level.