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Publication Detailed Description
Proceedings of 2016 GAMMA-Global Marketing Conference
Year (definitive publication)
2016
Language
English
Country
Republic of Korea
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Abstract
This research was conducted in simulated art scenarios to explore the effects of three treatment variations of music on the visualization of art (not only its presence/absence was tested, but also its fast/slow perceived rhythm) and it employed a sample of 234 potential art consumers. Findings suggest that music is not able of enhancing the art experience. Actually, the study found empirical evidences of its negative influence on consumers’ emotional, cognitive and behavioral responses.
Acknowledgements
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Keywords
Background music,Art consumption,Emotions,Memories
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| UID/GES/00315/2013 | Fundação para a Ciência e a Tecnologia |
