Does classical versus pop music influence coffee purchase likelihood?

IF 1.6 3区心理学 0 MUSIC

Psychology of Music Pub Date : 2023-03-23 DOI:10.1177/03057356231153071

Ori Grossman, Matti Rachamim

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.

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古典音乐和流行音乐会影响购买咖啡的可能性吗？

咖啡在全世界都是非常受欢迎的饮料。根据最近的研究，这种含咖啡因饮料的消费受到与商店氛围相关的变量的影响，包括背景音乐。然而，这方面的研究结果相当有限和模糊，并提出了一个问题，即音乐风格，特别是古典音乐与流行音乐，是否会影响购买咖啡的可能性。在四项研究中，作者试图解决这个问题，发现无论音乐风格（古典或流行）如何，音乐唤醒水平与购买咖啡的可能性之间都存在正相关。换句话说，音乐唤醒水平的提高似乎会提高购买咖啡的可能性。结果支持了音乐一致性假说。文章最后讨论了研究和管理的含义以及未来研究的方向。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Psychology of Music Multiple-

CiteScore

4.00

自引率

17.60%

发文量

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.