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Interpretations and Effect of Music on Consumers’ Emotion

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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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

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