The effect of musical fit on consumers’ memory

This study investigated the impact of musical ‘fit’ on memory for items. Participants were asked to recall 20 items they had seen while listening to either rock music or classical music. Some of the 20 items were associated with either the rebellious stereotype of rock music or the affluent stereotype of classical music. More ‘rock items’ than ‘classical items’ were recalled when rock music was played, although a similar number of ‘classical items’ and ‘rock items’ were recalled when classical music was played. When rock music was played, participants recalled ‘rock items’ earlier than ‘classical items’ and the reverse was found when classical music was played. This suggests that musical ‘fit’ operates by raising the salience of items

Conflict arousal and curiosity

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Effects of prior guessing on intentional and incidental paired-associate learning

With Turkish words as stimulus terms and corresponding English words as response terms, intentional paired-associate learning was better when the pairs were simply presented once or twice, but incidental learning was better when Ss were required to guess the meaning of the Turkish word before being shown the response term and better when the guess was restricted by a category word (the PG condition) than when no clue was given (the FG condition). Ss could produce more guesses in 8 sec when exposed to a PG item than when exposed to an FG item. Both the superiority of the PG condition over the FG condition and its superiority over double presentation occurred only when S tried to guess the English word (whether in response to instructions or spontaneously) and only when the pair of words exposed after guessing supplied the information that S had been trying to guess. The results are discussed with special reference to the notions of subjective uncertainty and epistemic curiosity