Beteiligte: | , |
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In: | Journal of Marketing, 84, 2020, 6, S. 130-143 |
veröffentlicht: |
SAGE Publications
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 130-143 |
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ISSN: |
0022-2429
1547-7185 |
DOI: | 10.1177/0022242918813577 |
veröffentlicht in: | Journal of Marketing |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | SAGE Publications (CrossRef) |
<jats:p>Managers often use music as a marketing tool. For example, in advertising, they use music to intensify emotions; in service settings, they use slow music to boost relaxation and classical music to convey sophistication. In this article, the authors posit a novel effect—higher-pitched music can boost healthier choices. Recognizing that many perceptual characteristics of higher pitch (e.g., lighter, elevated) are conceptually associated with morality, they theorize that listening to higher- (vs. lower-) pitched music can cue morality. Furthermore, thoughts about morality can prompt moral self-perceptions and, in turn, thoughts about “good” behaviors, including healthy choices. Thus, listening to higher-pitched music may increase healthier choices. Employing field settings and online studies, the authors find that listening to higher-pitched music increases consumers’ likelihood to choose healthy options (Studies 1, 3, and 5), choose lower-calorie foods (Study 2), and engage in health-boosting activities (Study 4). This effect arises because high pitch raises the salience of morality thoughts (Studies 4 and 5). The article concludes with a discussion of theoretical and managerial implications.</jats:p> |