Commentary on "The Effects of Musical Fit On Choice Between Competing Pairs of Cultural Products" by Joanne P.S. Yeoh & Adrian C. North
Loading...
Date
2009-10
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Empirical Musicology Review
Abstract
Yeoh and North (2009) believe their findings are a clear indication that musical
fit can influence product choice among a non-Western sample; pieces of Indian and Malay
music primed the selection of one corresponding type of product over another, while when
there was no music played the choices indicated no reliable preference for either Indian or
Malay items. However, a closer look at their methods of sampling, stimuli, procedures, and
results, makes it clear that these conclusions are unfounded.
Description
Keywords
musical fit, non-Western, selection priming, consumers, ecological validity
Citation
Empirical Musicology Review, v4 n4 (October 2009), 146-150