JOURNAL OF BUSINESS DIVERSITY

Interpretations and Effect of Music on Consumers’ Emotion

Author(s): Oluwole Iyiola, Olajumoke Iyiola

Citation: Oluwole Iyiola, Olajumoke Iyiola, (2011) "Interpretations and Effect of Music on Consumers’ Emotion," Journal of Business Diversity, Vol.11, Iss. 1, pp. 56 - 65

Article Type: Research paper

Publisher: North American Business Press

Abstract:

In this study, we examined the actual meaning of the song to see exactly how music affects an individual’s

emotion in relation to shopper’s behavior in a shopping environment. Past research has proven that the

tempo of a song plays an important role in a person’s emotion (Webster & Weir, 2005).

A 2x2 factorial ANOVA was used to measure the change in mood based on tempo and meaning of a song

of 102 undergraduate students. Results revealed a significant interaction between tempo and emotion of

the song selection on an individual’s emotion rating, F(2,406)=4.84, p<0.01; confirm that music does

have an effect on individual’s emotions.