Effects of background music on evaluations of visual images - Kölner UniversitätsPublikationsServer

Klein, Kristina ORCID: 0000-0002-2876-7671, Melnyk, Valentyna ORCID: 0000-0003-4963-4584 and Voelckner, Franziska (2021). Effects of background music on evaluations of visual images. Psychol. Mark., 38 (12). S. 2240 - 2247. HOBOKEN: WILEY. ISSN 1520-6793

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DOI:10.1002/mar.21588

Abstract

Consumers are increasingly exposed to simultaneous auditory and visual stimulation in retail environments. Consistently, there is rising practitioner interest in how to interact the visual appearance of products and packaging with music sounds. This study addresses the intriguing question whether music systematically changes how people like what they see. We propose a cross-modal homeostasis effect that explains how music changes the inverted-U relationship between the perceived complexity of visuals and how much people like them. We show that the presence of music (irrespective of its complexity) shifts the optimal level of visual complexity towards liking of relatively simple visuals. Thus, while the mere presence of music decreases consumers' liking of complex visuals, it increases their liking of simpler visuals. Given the omnipresence of background music across business environments, the results have important implications, as music can have unexpected cross-modal consequences for the evaluation of visuals.

Item Type:

Journal Article

Creators:

Creators	Email	ORCID	ORCID Put Code
Klein, Kristina	UNSPECIFIED	orcid.org/0000-0002-2876-7671	UNSPECIFIED
Melnyk, Valentyna	UNSPECIFIED	orcid.org/0000-0003-4963-4584	UNSPECIFIED
Voelckner, Franziska	UNSPECIFIED	UNSPECIFIED	UNSPECIFIED