WANT TO BE A BILLIONAIRE? : The effect of money priming through music lyrics on

Abstract

The effects of music lyrics have been widely researched and compared with different behavioural outcomes within the field of social psychology. However, the impact of music lyrics has seldom been studied within the field of sensory marketing. Neither has the concept of money priming been tested through music lyrics. The benefit of money has been studied widely for decades, but we have yet to discover how retailers can prime their customers through music lyrics. Through an online experiment, we tested if money priming through music lyrics affects consumers’ choice of beer and their perception of the quality and value of the two types of beer. In comparison to the findings in the article “Diverging Influences of Money Priming on Choice; The Moderating Effect of Consumption Situation” by Hee Jin Kim (2017), our hypotheses were rejected. Neither did we find any effect when incorporating the moderating variable of public vs. private consumption situation or other objective independent variables. KEYWORDS: sensory marketing, money priming, music lyrics, background music, quality, value for money.