Iyiola , O.O. and Iyiola , Olajumoke (2011) Interpretations and Effect of Music on Consumers’ Emotion. JOURNAL OF BUSINESS DIVERSITY, 11 (1). pp. 56-65.
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Abstract
In this study, we examined the actual meaning of the song to see exactly how music affects an individual’s emotion in relation to shopper’s behavior in a shopping environment. Past research has proven that the tempo of a song plays an important role in a person’s emotion (Webster & Weir, 2005). A 2x2 factorial ANOVA was used to measure the change in mood based on tempo and meaning of a song of 102 undergraduate students. Results revealed a significant interaction between tempo and emotion of the song selection on an individual’s emotion rating, F(2,406)=4.84, p<0.01; confirm that music does have an effect on individual’s emotions.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Mr Solomon Bayoko |
| Date Deposited: | 21 Oct 2013 21:02 |
| Last Modified: | 21 Oct 2013 21:02 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/1700 |
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