The effect of musical fit on consumers' memory

J. P S Yeoh, Adrian C. North

    Research output: Contribution to journalArticle

    11 Citations (Scopus)

    Abstract

    This study investigated the impact of musical 'fit' on memory for items. Participants were asked to recall 20 items they had seen while listening to either rock music or classical music. Some of the 20 items were associated with either the rebellious stereotype of rock music or the affluent stereotype of classical music. More 'rock items' than 'classical items' were recalled when rock music was played, although a similar number of 'classical items' and 'rock items' were recalled when classical music was played. When rock music was played, participants recalled 'rock items' earlier than 'classical items' and the reverse was found when classical music was played. This suggests that musical 'fit' operates by raising the salience of items. © 2010 Society for Education, Music and Psychology Research.

    Original languageEnglish
    Pages (from-to)368-378
    Number of pages11
    JournalPsychology of Music
    Volume38
    Issue number3
    DOIs
    Publication statusPublished - Jul 2010

    Keywords

    • consumers
    • memory
    • music

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