Specific music genres (classical, country/rock) are known to have a premium pricing effect on consumer’s purchase decisions. The induction of a temporal psychological distance variable in a purchasing process alters music congruity semantic priming effects on consumer behavior, since more psychologically distant objects are said to reduce priming effects. In harmony with these concepts, a quantitative method shows how psychological distance influences background music affects through social identity, utilitarian, and ambiguous (displaying both attributes) products exposure on consumer’s overall pricing and hedonic perception; and if a contextual consumer conditioning can possibly force the perception framing of a product, when a background music is congruent with it.
| Date of Award | 6 Mar 2018 |
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| Original language | English |
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| Awarding Institution | - Universidade Católica Portuguesa
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| Supervisor | João Niza Braga (Supervisor) |
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- Mestrado em Gestão e Administração de Empresas
The influence of psychological distance on the effects of music congruency in consumer behavior
Caujolle, F. A. E. (Student). 6 Mar 2018
Student thesis: Master's Thesis