{"title":"Does classical versus pop music influence coffee purchase likelihood?","authors":"Ori Grossman, Matti Rachamim","doi":"10.1177/03057356231153071","DOIUrl":null,"url":null,"abstract":"Coffee is a tremendously popular beverage throughout the world. According to recent studies, consumption of this caffeinated drink is influenced, inter alia, by variables related to store atmosphere, including background music. Findings in this regard, however, have been rather limited and ambiguous, and raise the question of whether music style, specifically classical versus pop, influences coffee purchase likelihood. In four studies, the authors sought to address this question, finding a positive correlation between music arousal level and coffee purchase likelihood, regardless of music style (classical or pop). In other words, an increase in music arousal level appears to enhance coffee purchase likelihood. The results, thereby, support the music congruity hypothesis. The article concludes with a discussion of research and managerial implications as well as directions for future research.","PeriodicalId":47977,"journal":{"name":"Psychology of Music","volume":null,"pages":null},"PeriodicalIF":1.6000,"publicationDate":"2023-03-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Psychology of Music","FirstCategoryId":"102","ListUrlMain":"https://doi.org/10.1177/03057356231153071","RegionNum":3,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"0","JCRName":"MUSIC","Score":null,"Total":0}
引用次数: 0
Abstract
Coffee is a tremendously popular beverage throughout the world. According to recent studies, consumption of this caffeinated drink is influenced, inter alia, by variables related to store atmosphere, including background music. Findings in this regard, however, have been rather limited and ambiguous, and raise the question of whether music style, specifically classical versus pop, influences coffee purchase likelihood. In four studies, the authors sought to address this question, finding a positive correlation between music arousal level and coffee purchase likelihood, regardless of music style (classical or pop). In other words, an increase in music arousal level appears to enhance coffee purchase likelihood. The results, thereby, support the music congruity hypothesis. The article concludes with a discussion of research and managerial implications as well as directions for future research.
期刊介绍:
Psychology of Music and SEMPRE provide an international forum for researchers working in the fields of psychology of music and music education, to encourage the exchange of ideas and to disseminate research findings. Psychology of Music publishes peer-reviewed papers directed at increasing the scientific understanding of any psychological aspect of music. These include studies on listening, performing, creating, memorising, analysing, describing, learning, and teaching, as well as applied social, developmental, attitudinal and therapeutic studies. Special emphasis is placed on studies carried out in naturalistic settings, especially those which address the interface between music psychology and music education.