The Effects of Background Music in Advertising: A Reassessment

Gorn's (1982) pioneering article on the effects of background music in advertising has spurred a significant controversy and inspired vigorous interest in the topic. Following the recommendation of Allen and Madden (1985), we conducted three experiments that attempted to replicate Gorn's results. Contrary to Gorn's findings, there was no evidence that product preferences can be conditioned through a single exposure to appealing or unappealing music

Using Demonstration Experiments to Illustrate the Pitfalls of Unintentional Moral Relativism

Unintentional moral relativism (UMR) is a judgmental phenomenon involving inadvertent misapplication of an ethical standard believed to be objective or absolute. It occurs when a decision maker intends to apply an ethical standard, but circumstances change the application of the standard without the decision-maker’s awareness, such that the standard is inadvertently misapplied. Research evidence and classroom experience show that even individuals who ascribe strongly to moral absolutes are prone to the pitfalls of UMR. This article offers three examples of experiments that can be done as classroom demonstrations to illustrate proneness to circumstantial biases that can influence students’ ethical judgment

Can music move people? : The effects of musical complexity and silence on waiting time

Previous research has suggested that music might influence the amount of time for which people are prepared to wait in a given environment. In an attempt to investigate the mechanisms underlying such effects, this study employed three levels of musical complexity and also a “no-music” condition. While one of these played in the background, participants were left to wait in a laboratory for the supposed start of an experiment. The results indicated that participants waited for the least amount of time during the no-music condition, and that there were no differences between the three music conditions. Other evidence indicated that this may be attributable to the music distracting participants’ attention from an internal timing mechanism. The results are discussed in terms of their implications for consumer behavior and research on the psychology of everyday life

The Effect of Background Music on Ad Processing: A Contingency Explanation

Music is an increasingly prominent and expensive feature of broadcast ads, yet its effects on message reception are controversial. The authors propose and test a contingency that may help resolve this controversy. Experimental results suggest that message reception is influenced by the interplay of two musical properties: attention-gaining value and music-message congruency. Increasing audience attention to music enhances message reception when the music evokes message-congruent (versus incongruent) thoughts

Pleasure, arousal, dominance, and judgments about music in everyday life

The aim of the present research was to consider what particular features are significant predictors of whether music is present in a given situation, as well as what factors influence a person’s judgments about the music. Applying Mehrabian and Russell’s (1974) Pleasure-Arousal-Dominance model to everyday experiences of music, 569 people reported on their activity for the previous day via the Day Reconstruction Method (Kahneman, Krueger, Schkade, Schwarz, & Stone, 2004). Data concerning each event included the activity and location, and characterization of the experience using the Pleasure–Arousal–Dominance measure. Moreover, for those events where music was present, participants also indicated how they heard the music and made four judgments about the music. Results indicated that the location, activity, and the person’s perception of dominance were significant predictors of the presence of music during everyday activities and that person’s judgments about the music. Contrary to prior research that has considered predominantly situational pleasure and arousal variables, the present results demonstrate that dominance is arguably the important variable in contextualized music listening

The potential interaction between time perception and gaming: a narrative review

Compromised time control is a variable of interest among disordered gamers because time spent on videogames can directly affect individuals’ lives. Although time perception appears to be closely associated with this phenomenon, previous studies have not systematically found a relationship between time perception and gaming. Therefore, the purpose of this narrative review is to explore how gaming disorder may be associated with time perception. It has been found that gamers exhibit a stronger attentional focus as well as an improved working memory compared with non-gamers. However, gamers (and especially disordered gamers) exhibit a stronger reaction to gaming cues which—coupled with an altered emotion regulation observed among disordered gamers—could directly affect their time perception. Finally, “'flow states”' direct most of the attentional resources to the ongoing activity, leading to a lack of resources allocated to the time perception. Therefore, entering a flow state will result in an altered time perception, most likely an underestimation of duration. The paper concludes that the time loss effect observed among disordered gamers can be explained via enhanced emotional reactivity (facilitated by impaired emotion regulation)

Listening to music reduces eye movements

Listening to music can change the way that people visually experience the environment, probably as a result of an inwardly directed shift of attention. We investigated whether this attentional shift can be demonstrated by reduced eye movement activity, and if so, whether that reduction depends on absorption. Participants listened to their preferred music, to unknown neutral music, or to no music while viewing a visual stimulus (a picture or a film clip). Preference and absorption were significantly higher for the preferred music than for the unknown music. Participants exhibited longer fixations, fewer saccades, and more blinks when they listened to music than when they sat in silence. However, no differences emerged between the preferred music condition and the neutral music condition. Thus, music significantly reduces eye movement activity, but an attentional shift from the outer to the inner world (i.e., to the emotions and memories evoked by the music) emerged as only one potential explanation. Other explanations, such as a shift of attention from visual to auditory input, are discussed