音乐的速度与调式对大学生情绪影响的实证研究

以92名大学本科生为实验对象,用剪辑的8首乐曲片断为实验材料,考察其调式和速度对大学生情绪的影响。结果表明:乐曲片断的速度对大学生的情绪影响非常显著,但调式的主效应不显著;慢速的乐曲易于诱发大学生忧伤、悲哀、痛苦、烦躁和愤恨等负性情绪;快速的乐曲大多数导致大学生愉悦与兴奋等正性情绪。乐曲的速度与调式对大学生情绪影响的差异十分显著。速度在调式上两水平的差异显著,尤其是在大调上差异非常显著。但调式只有在慢速水平上差异十分显著,而在快速水平上差异不显著。     

So curious that I want to buy it: The positive effect of queue wait on consumers' purchase intentions

Queue wait is a prevalent daily experience, with most prior research documenting its negative consequences on consumer outcomes. Recent research has suggested otherwise, revealing potential positive effects of queue wait. However, studies on the positive queue effects are rather limited and have largely neglected the role of consumers' affective experience in driving potential favorable consumer outcomes. Expanding this stream of research, in this article, we build on the queue wait literature and the curiosity literature to propose that the presence of queue waits generates feelings of curiosity and more importantly such curious feelings influence consumers' decision-making in fashions that enhance their purchase intentions. The boundary condition for this effect was also examined. Five studies provided empirical evidence: the presence versus absence of queue wait enhances participants' purchase intentions that carry real consequences (Study 1); this effect is mediated by participants' feelings of curiosity after accounting for quality (Study 2) or after controlling for quality (Studies 1, 3–5), and is stronger among participants with hedonic versus utilitarian consumption motivation (Studies 4 and 5). By documenting the curiosity account for the positive effect of queue wait on consumers' purchase intentions, this research adds to extant research on positive queue effects and expands the curiosity literature into the queue wait context. The observed moderating effect of hedonic versus utilitarian consumption motivation echoes with the curiosity account. Practical implications for marketers were discussed.     

The influence of targeted digital advertising on consumers' purchase intention: Comparative analysis based on the perspective of ads content source

Targeted digital advertising (TDA) is immensely popular among marketing practitioners; investigating its effects is increasingly becoming a subject of academic research. Brands can push advertisements of the same product from different sources to consumers in a targeted manner; however, the differences in the impact on consumers of TDA with different content sources are surprisingly understudied. Therefore, this study analyzes the consumers' purchase intentions in the context of TDA with different content sources (stars vs. bloggers vs. top e-commerce streamers), and the perceived differences between consumers with different thinking styles. Through two experimental studies, this study finds that TDA with top e-commerce streamers' recommendation source can better improve consumers' purchase intentions more than TDA with a star endorsement and TDA with a blogger evaluation. For consumers who prefer the rational thinking style, TDA with a star endorsement and TDA with top e-commerce streamers recommendation can be better; For consumers who prefer the empirical thinking style, TDA recommended by bloggers and TDA with top e-commerce streamers recommendation can be better. Furthermore, this study finds that consumers' mental simulation and perceived usefulness can mediate the relationships described above, and that the two play a chain mediation role. The findings contribute to the precision marketing literature by enriching the understanding of the psychological mechanism underlying consumers' perceptions of and decision factors toward the TDA.     

Religiosity and consumer belonging: Influences on product evaluations

Consumers have a fundamental need to belong. Prior research has examined the compensatory mechanisms that consumers use to restore belongingness when they have a low sense of belonging. However, research has yet to adequately understand the influence that having a high sense of belonging has on consumption behavior. Thus, three studies are conducted to address this gap in the literature, specifically examining religiosity as a source of consumers' high sense of belonging. Study 1A identifies that religiosity positively influences consumers' sense of belonging and corresponding product evaluations because belongingness creates a positive affect state. This affect then incidentally transfers a positive halo effect to product evaluations. Study 1B replicates the sequential mediation from Study 1A but only for those products that are value expressive. Studies 2 and 3 then better isolate these effects by priming religion (Study 2) as well as general social acceptance and rejection (Study 3). Findings reveal that only religion and acceptance primes influence consumers' sense of belonging and product evaluations. Discussion builds on need‐to‐belong theory and implications for marketing practice are discussed.     

Effects of awe on consumer preferences for healthy versus unhealthy food products

This research investigates how a discrete positive emotion (awe) impacts consumers' decisions on food choices. We probe and demonstrate that the experience of awe enhances consumer preferences for healthy versus unhealthy products. In a series of three studies, we find that awe, compared with a neutral emotion, increases consumers' likelihood to choose healthy products over unhealthy products (Study 1). Consumers' processing styles drive the observed awe effect (Study 2), whereby awe increases reliance on analytic processing, which leads to preferences for healthy products. Moreover, the experience of awe exerts a stronger influence on product choices among consumers with a chronic intuitive rather than analytic processing style (Study 3). Theoretical contributions to the research on awe, information processing, and healthy food preference, as well as practical implications for consumers and marketers, are discussed.     

Sad and happy emotion discrimination in music by children with cochlear implants

Children using cochlear implants (CIs) develop speech perception but have difficulty perceiving complex acoustic signals. Mode and tempo are the two components used to recognize emotion in music. Based on CI limitations, we hypothesized children using CIs would have impaired perception of mode cues relative to their normal hearing peers and would rely more heavily on tempo cues to distinguish happy from sad music. Study participants were children with 13 right CIs and 3 left CIs (M = 12.7, SD = 2.6 years) and 16 normal hearing peers. Participants judged 96 brief piano excerpts from the classical genre as happy or sad in a forced-choice task. Music was randomly presented with alterations of transposed mode, tempo, or both. When music was presented in original form, children using CIs discriminated between happy and sad music with accuracy well above chance levels (87.5%) but significantly below those with normal hearing (98%). The CI group primarily used tempo cues, whereas normal hearing children relied more on mode cues. Transposing both mode and tempo cues in the same musical excerpt obliterated cues to emotion for both groups. Children using CIs showed significantly slower response times across all conditions. Children using CIs use tempo cues to discriminate happy versus sad music reflecting a very different hearing strategy than their normal hearing peers. Slower reaction times by children using CIs indicate that they found the task more difficult and support the possibility that they require different strategies to process emotion in music than normal.     

Reconnecting with the past in social media: The moderating role of social influence in nostalgia marketing on Pinterest

Nostalgia marketing practices in social media help brands link consumers with happier times from the past. A randomized 2 (evoked nostalgia: high vs. low) × 2 (social influence: high vs. low) between‐subjects factorial design experiment was conducted to examine the effects of nostalgia and social influence on consumers' judgments in the brand management context of Pinterest boards. The results revealed the strong main effect of evoked nostalgia on consumers' attitudes toward the Pinterest board and the brand, purchase intention, willingness to pass along branded pins, and brand–consumer relationship quality. Furthermore, this study discovered the significant moderating role of social influence for all dependent measures. Strongly (vs. weakly) evoked nostalgia generated more favorable responses only when social influence was high. In contrast, there were no significant differences between strongly and weakly evoked nostalgia when social influence was low. Theoretical contributions to the nostalgia literature and managerial implications for social media marketing are discussed.     

The listener's temperament and perceived tempo and loudness of music

The relationship between the listener's temperament and perceived magnitude of tempo and loudness of music was studied using the techniques of magnitude production, magnitude estimation scaling and cross‐modal matching. Four piano pieces were presented at several levels of tempo and loudness. In Study 1, participants adjusted tempo and loudness of music to their subjective level of comfort. In Study 2, participants estimated these parameters on a numerical scale and matched the length of a line segment to the estimates of these musical features. The results showed significant correlations of selected aspects of perceived tempo with perseveration and endurance as well as of selected aspects of perceived loudness with endurance and emotional reactivity. Perceived tempo and loudness, as measured by magnitude production and cross‐modal matching tasks, do not seem to systematically correlate with the six formal characteristics of behaviour distinguished in the most recent version of the Regulative Theory of Temperament (RTT). Additionally, there is some evidence that they are selectively associated with reactivity and activity, the dimensions of a previous version of the RTT. The study extends the methodology of research on music preferences and the stimulatory value of music. Copyright © 2009 John Wiley & Sons, Ltd.     

Drawn to the gloss: Examining the effect of product reflection on product aesthetics

While advertising products with reflections is a common industry practice, this research is the first to investigate their impact on product aesthetics. Reflections are endowed with an inherent shine since they are naturally formed by the interaction of light with an object and a reflecting surface. We draw upon this property along with Evolutionary Psychology (EP) research documenting an intrinsic human attraction towards gloss to predict their positive effect on product aesthetics. Further in line with the EP principles, we propose that this effect is mediated by enhanced pristineness perceptions about the product in the presence of its reflection in the ad. Finally, we draw upon the Elaboration Likelihood Model (ELM) to identify product design complexity as a boundary condition for the positive effect of reflection on product attractiveness perceptions. For a product with relatively high (vs. low) design complexity, with design being the focal aspect that is elaborated via a central route, we predict the effect of a peripheral stylistic cue like product reflection to attenuate. Three experimentally designed studies employing different product types offer empirical support to these predictions. Our work extends prior marketing research studying the effects of executional elements in advertising on consumers' product reactions, particularly the aesthetic impact of product reflections as creative stylistic cues. The managerial implications of this work span both traditional and digital marketing channels. Incorporating a product reflection in advertising can work as an easy-to-implement option that can help practitioners elevate product pristineness and aesthetics. On the other hand, avoiding their use when advertising products with relatively complex designs can save both ad space and money.     

Perceived brand authenticity: Examining the effects of inferred dedication and anticipated quality on consumers' purchase intentions and actual choices

This research investigates both the downstream effect of perceived brand authenticity on consumers' actual, consequential choice and the important role of inferred brand dedication in the relationship between perceived brand authenticity, anticipated quality, and purchase intentions. We also investigate the interactive effect of two source-related factors—intrinsic motivation and congruity—on consumers' brand authenticity perceptions. We present findings from three studies using different product categories (utilitarian/consumable: hand sanitizer; hedonic/consumable: chocolate; hedonic/non-consumable: sunglasses). Study 1 shows that consumers use information regarding the intrinsic motivation of those behind the brand and congruity between the brand's actions and what it represents to consumers when forming brand authenticity perceptions and that intrinsic motivation and congruity interact to increase authenticity perceptions. We anticipate that consumers' positivity toward brands perceived as authentic will extend to actual choice through anticipated quality. Study 2 demonstrates that consumers choose authentic brands over inauthentic brands above what chance would dictate and anticipated quality can forecast this choice. Next, we extend our collective process knowledge by exploring an underlying reason why consumers anticipate that brands presented through marketing communications as authentic will have higher quality. We suggest that when managers present brands as authentic, consumers infer greater dedication of those behind the brand and inferred dedication influences anticipated product quality. Study 3 provides support and uncovers a serial mediation process, highlighting the importance of inferred dedication. Specifically, perceived brand authenticity increases consumers' brand dedication inferences, which in turn increases anticipated product quality, and ultimately purchase intentions.     

Affective and cognitive religiosity: Influences on consumer reactance and self‐control

Self‐control is regularly studied in the marketing literature in relation to spending and food consumption; however, little research has assessed trait characteristics that influence consumers' self‐control. Although prior research in other fields has shown a generally positive relationship between religiosity and self‐control, such research has often used poor measures of religiosity and has inadequately examined marketplace outcomes or factors underlying consumers' self‐controlled responses. Thus, the studies herein build on self‐regulation theory to address and extend from these limitations by examining the influence of religiosity, as a multidimensional construct (particularly affective and cognitive religiosity), on self‐control and resulting influences on marketplace behaviors. Findings reveal that priming affectively (cognitively) religious consumers leads to greater (lower) consumer self‐control with a religious message prime (Study 1) and religious writing task (Study 2). Additionally, findings show that psychological reactance is at the root of these responses (Study 3). Implications build on self‐regulation theory and the strength model of self‐control to show the importance of religiosity (particularly affective and cognitive religiosity), interactions with religious primes, and psychological reactance in understanding consumers' self‐control.     

Warning: You are being primed! The effect of a warning on the impact of subliminal ads

As it has been demonstrated that subliminal advertising can affect consumers' decisions – if the ad is goal relevant – the question rises whether consumers are able to shield themselves from subliminal influences. In the present research it was examined whether warning people of the presence of subliminal ads could decrease subliminal advertising effects. In Study 1, it was demonstrated that warning people of subliminal ads indeed diminished priming effects on consumer choice, whereas subliminal advertising effects were replicated for people who were not warned (i.e., people for whom the primed brand was goal relevant were more likely to select it when primed). Study 2 extended these findings, revealing that both participants warned before and after the priming manipulation were less influenced by subliminal brand primes than controls. This suggests that the warning does not decrease participants' sensitivity to the prime, but instead affects the influence of the prime at the behavioral level. Several explanations and implications are discussed.     

The influence of lay theories of Feng Shui on consumers' peace of mind: The role of regulatory fit

With its history dating back five millennia, the art of creating harmonious surroundings – commonly referred to as Feng Shui – has become deeply rooted in Chinese culture. Yet despite its significant effect on people's daily lives, a dearth of research is available on how Feng Shui influences consumers' decisions. This study investigates the influence of Feng Shui on customers' attitude based on their regulatory focus, providing suggestions for business opportunities. Three studies examine whether Feng Shui's goals influence participants' decisions and feelings of appropriateness. Study 1 demonstrated that the fit between Feng Shui's suggestions and consumers' regulatory focus impacted decision making. Participants were more likely to adopt the Feng Shui practitioner's suggestions of a goal compatible with the consumers' regulatory focus. Study 2 provided evidence that a regulatory focus also impacts participants' peace of mind. Study 3 tested whether the value experienced from regulatory fit is reflected in the price. Specifically, promotion‐oriented individuals feel more accepting of promotion‐focused Feng Shui that is consistent with an approach goal while prevention‐oriented individuals are more persuaded by prevention‐focused Feng Shui that is consistent with an avoidance goal. When the Feng Shui appeal is compatible with the self‐regulatory focus, individuals demonstrate a greater feeling of appropriateness and produce a higher level of peace of mind.     

Do maximizing consumers engage more in conspicuous consumption?

While much of the previous research has examined the influence of consumers' social and economic states on conspicuous consumption, little attention has been paid to the potential role that consumers' decision-making tendency plays. This study investigates whether, how, and when maximizing, as a type of decision-making tendency (both dispositional and situationally primed), influences subsequent decisions regarding conspicuous consumption. Four studies were conducted, revealing that maximizing consumers are more likely to engage in conspicuous consumption than non-maximizing consumers (Studies 1 and 2). The need for status serves as the underlying mechanism behind this behavior (Study 3). In addition, the observed effect holds only when the situation is public but disappears when it is private (Study 4). As one of the first investigations into the effect that maximizing has on a type of consumption, these findings offer valuable contributions to both theory and practice.     

A Music Projective Technique

Twenty college students and twenty hospitalized patients diagnosed as schizophrenic, equated for age, sex, and intelligence, were told to tell a story to sixteen successive pre-recorded excerpts of music. Tests of reliability indicated that the Ss' reaction times and rates of verbalization were stable from music excerpt to excerpt and from test to retest. Interrater reliabilities of judgments concerning verbal content of responses were acceptable. Analyses of variance indicated the hospitalized group had longer reaction times before verbalization to the music stimulus, spoke less during the music, but more during the interim period between music excerpts. The hospitalized group used significantly less human content and visual imagery, but significantly more animal content than the college group. In general, reaction time was quicker to fast tempo music than slow tempo music, and fast tempo music evoked happier more outgoing themes than slow tempo music. Stories told by the hospitalized group were often highly inappropriate vis-a-vis music demands. The instrument clearly differentiated groups.     

Persuasive Mechanisms of Nostalgic Brand Packages

Two studies investigate the relationships between consumers' involuntary autobiographical memories evoked by visual cues on brand packages, their judgments of authenticity, emotion, and behavioral intention. Study 1 employs actual brand packages to show that two forms of authenticity, indexicality (a genuine historic link to the past), and iconicity (a symbolic link) influence behavioral intention through the diverging emotion elicited by nostalgic memories and perceived persuasive intent. Study 2 replicates effect with more abstract package stimuli from another product category and demonstrates an attenuating effect of cognitive load on consumer perception of persuasive intent. These findings contribute to the literature by the following: (i) disentangling the knotted emotional and mnemonic structure of nostalgia in commercial contexts; (ii) providing convergent empirical evidence for the divergent roles of indexicality and iconicity as two previously under‐researched visual properties; and (iii) highlighting autobiographical memories and perceived persuasive intent as important mediators of effects on emotion. Copyright © 2013 John Wiley & Sons, Ltd.     

Mode and tempo relative contributions to “happy-sad” judgements in equitone melodies

Judgement of emotion conveyed by music is determined notably by mode (major-minor) and tempo (fast-slow). This suggestion was examined using the same set of equitone melodies, in two experiments. Melodies were presented to nonmusicians who were required to judge whether the melodies sounded “happy” or “sad” on a 10-point scale. In order to assess the specific and relative contributions of mode and tempo to these emotional judgements, the melodies were manipulated so that the only verying characteristic was either the mode or the tempo in two “isolated” conditions. In two further conditions, mode and tempo manipulations were combined so that mode and tempo either converged towards the same emotion (Convergent condition) or suggested opposite emotions (Divergent condition). The results confirm that both mode and tempo determine the “happy-sad” judgements in isolation, with the tempo being more salient, even when tempo salience was adjusted. The findings further support the view that, in music, structural features that are emotionally meaningful are easy to isolate, and that music is an effective and reliable medium to study emotions.     

The Influence of Background Music on the Visitor Museum Experience: A Case Study of the Laiho Memorial Museum,Taiwan

ABSTRACT

The uses and functions of music within the museum environment are of both practical and theoretical interest. This article investigates the impact of background music on the museum visitor experience using information collected from 20 in-depth interviews with visitors to the Laiho Memorial Museum in Taiwan. Each participant heard either a piece of light music or a historical recording of a 1930s song while visiting Laiho's personal study exhibited in the museum. These two types of background music have comparable information loads, although they fit the exhibit to different degrees. Qualitative analysis of interview data indicates that background music played in museums has both emotional and cognitive influences on the visitor experience. This study showed that light music evoked warm and relaxed feelings in participants, whereas a 1930s song evoked feelings of nostalgia and curiosity to learn more about the song. The results are discussed in terms of the diverse needs, behaviors, and attitudes of museum visitors.     

How Power States Influence the Persuasiveness of Top‐Dog versus Underdog Appeals

Although both top‐dog and underdog positioning appeals are widely used in marketing and advertising, little is known about which strategy is more effective in persuading consumers. By introducing a sense of power, a social variable that is inherently relevant to the nature of the top‐dog versus underdog classification, we propose that consumers' responses to these two appeals are influenced by their psychological experience of power. Specifically, low‐power consumers will respond to top‐dog appeals more favorably because associating with top dogs facilitates power restoration. In contrast, high‐power consumers will respond to underdog appeals more favorably because supporting underdogs facilitates power expression. In four experimental studies, we provide consistent support for our main predictions as well as the underlying processes. Studies 1 and 2 demonstrate the differential effect of consumers' power states on their attitudes toward top‐dog versus underdog appeals. Providing process evidence, Studies 3 and 4 identify boundary conditions under which the basic effect was eliminated. These findings contribute to the persuasion literature and power research and provide important implications for positioning strategy and advertisement development.