Background music tempo effects on food evaluations and purchase intentions

Felipe Pantoja and Adilson Borges

Journal of Retailing and Consumer Services, 2021, vol. 63, issue C

Abstract: This article is a report of results of three studies investigating effects of fast versus slow background musical tempo on physiology, cognition, and emotions. Two pilot studies first measure consumer perceptions of tempo. In Studies 1 and 2, participants view a short video restaurant advertisement featuring fast or slow background music along with illustrations of food items. Results indicate that fast music is more effective than slow music for evoking positive taste expectations and purchase intentions. Study 3 shows that the effects observed in Studies 1 and 2 occur because fast music enhances self-reported arousal levels that then lead to enhanced moods, taste expectations, and purchase intentions. Theoretical implications regarding effects of music on emotional responses are discussed, as are practical managerial implications for using fast music as a persuasive technique.

Keywords: Music tempo; Perceived taste; Purchase intentions; Sensory marketing (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:63:y:2021:i:c:s0969698921002964

DOI: 10.1016/j.jretconser.2021.102730

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