Combining Consumer Behavior with Music Psychology

Abstract

Moderate music can increase both the consumer’s positive emotions and purchase amount, but also the product’s images, evaluations and brand image. This paper reviews the literature on the effect of auditory stimuli on consumer behaviors, and addresses more comprehensive research about “Congruence” between music and various stimuli. The next aim of this paper is to assimilate the findings of Music psychology and discuss the effects of music on consumer behavior from many perspectives. Finally, this paper suggests future issues for auditory stimuli research.

Keywords

• music
• congruence
• emotion
• cognition
• sensory marketing