The Effects of Background Music on Consumers' Desire to Affiliate in Buyer-Seller Interactions

Author(s): Chebat, J. C., Morin, S.

Journal/Book: Psychol Market. 1995; 12: 605 3RD Ave, New York, NY 10158-0012. John Wiley & Sons Inc. 305-319.

Abstract: The effect of music-induced pleasure and arousal on consumers' desire to affiliate in buyer-seller interactions were investigated in the context of bank services. Background music was manipulated using classical music extracts pretested to vary in pleasure (low, moderate, and high) and arousal (low, moderate, and high) according to the Affect Grid (Russell, Weiss, & Mendelsohn, 1989). Independent and interactive effects of music-induced pleasure and arousal on consumers' desire to affiliate were found. Higher desire to affiliate was associated with more pleasure and more arousal; pleasure had a stronger positive impact under low and high arousal than under a moderate level, and arousal had a stronger effect under low and high pleasure compared to moderate level. Theoretical and practical implications of the results are provided.

Note: Article L Dube, Univ Montreal, Sch Med, Pavillon Liliane Stewart, CP 6128, Succ A, Montreal, Pq H3C 3J7, Canada

Keyword(s): SEDATIVE MUSIC; KNOWLEDGE; BEHAVIOR; REPETITION; JUDGMENTS; RESPONSES; VALIDITY; ANXIETY

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