| dc.description.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. | nb_NO |
