音樂類型對於消費者知覺價格的影響

The Influence of Types of Music on Consumers' Price Perceptions and Judgment

10.6656/MR.2015.34.3.CHI.23

江佳勳(Chia-Hsun Chiang)；許琬甄(Wan-Chen Hsu)

音樂類型 ； 知覺價格 ； 出價差距 ； Types of Music ； Price Perceptions ； Range of Offer Prices

管理評論

34卷3期（2015 / 07 / 01）

23 - 33

繁體中文

鑑於感官經驗影響個人行為反應的觀點，本研究旨在探討聆聽不同音樂類型之消費者知覺價格的差異情形。本研究以實驗法進行研究，以電子音樂與古典音樂作為實驗處理，採取隨機分組進行兩次實驗。實驗1為六項商品估價實驗，研究發現電子音樂組受試者對部分商品的估價金額比古典音樂組受試者低；實驗2為購車出價差距實驗，研究發現電子音樂組之受試者對車子的出價差距較古典音樂組受試者小。最後，文末根據研究結果與相關文獻進行討論，並提出建議。

With focus on the influence of sensory experience on personal behaviors, this study explored the impact of background music on the consumers' price perceptions and judgment in retail products. This study used experimental method. All participants in two studies were randomly assigned to the classical music and electronic music groups. In study 1, participants were asked to estimate the value of six products. It was found that the electronic music group estimated lower prices for some certain products than the classical music group. In study 2, participants were asked to imagine shopping for a new car and subsequently place two offers on the car. It was found that the price range between the first and second offers was smaller in the electronic music group than the classical music group. Based on the above results, discussions and suggestions were provided.

1. 蔡志浩、陳小娟(2010)。聽覺中樞處理功能測驗之發展。教育心理學報，42(2)，185-208。
   連結：
2. Ackerman, Joshua M.,Nocera, Christopher C.,Bargh, John A.(2010).Incidental Haptic Sensations Influence Social Judgments and Decisions.Science,328(5986),1712-1715.
3. Areni, Charles S.,Kim, David(1993).The Influence of Background Music on Shopping Behavior: Classical Versus Top-Forty Music in A Wine Store.Advances in Consumer Research,20(1),336-340.
4. Barsalou, Lawrence W.(2003).Situated Simulation in the Human Conceptual System.Language and Cognitive Processes,18(5-6),513-562.
5. Dube, Laurette,Morin, Sylvie(2001).Background Music Pleasure and Store Evaluation Intensity Effects and Psychological Mechanisms.Journal of Business Research,54(2),107-113.
6. Eisner, Elliot W.(1994).Cognition and Curriculum Reconsidered.New York:Teachers College Press.
7. Eroglu, Sevgin A.,Machleit, Karen A.,Chebat, Jean-Charles(2005).The Interaction of Retail Density and Music Tempo: Effects on Shopper Responses.Psychology & Marketing,22(7),577-589.
8. Jostmann, Nils B.,Lakens, Danie,Schubert, Thomas W.(2009).Weight as An Embodiment of Importance.Psychological Science,20(9),1169-1174.
9. Karageorghis, Costas I.,Terry, Peter C.,Lane, Andrew M.(1999).Development Initial and Validation of An Instrument to Assess The Motivational Qualities of Music in Exercise and Sport: The Brunel Music Rating Inventory.Journal of Sports Sciences,17(9),713-724.
10. Mandler, Jeam M.(1992).How to Build A Baby: II. Conceptual Primitives.Psychological Review,99(4),587-604.
11. Mattila, Anna S.,Wirtz, Jochen(2001).Congruency of Scent and Music as A Driver of In-Store Evaluations and Behavior.Journal of Retailing,77(2),273-289.
12. Milliman, Ronald E.(1986).The Influence of Background Music on the Behavior of Restaurant Patrons.Journal of Consumer Research,13(2),286-289.
13. Spangenberg, Eric R.,Grohmann, Bianca,Sprott, David E.(2005).It's Beginning to Smell (and Sound) A Lot Like Christmas: The Interactive Effects of Ambient Scent and Music in A Retail Setting.Journal of Business Research,58(11),1583-1589.
14. Thaler, Richard H.(2008).Mental Accountiong and Consumer Choice.Marketing Science,27(1),15-25.
15. Turley, Louis W.,Chebat, Jean-Charles(2002).Linking Retail Strategy, Atmospheric Design and Shopping Behaviour.Journal of Marketing Management,18(1-2),125-144.
16. Yalch, Richard F.,Spangenberg, Eric R.(2000).The Effects of Music in A Retail Setting on Real and Perceived Shopping Times.Journal of Business Research,49(2),139-147.
17. 李維靈、郭世和、張利中(2004)。音樂偏好與情緒智力之相關研究—以某大學休閒系一年級學生為例之初探。大葉學報，13(2)，39-47。
18. 林朱彥(2009)。幼兒聽覺與音樂能力發展知多少。國教之友，60(1)，37-44。
19. 張春興(2005)。現代心理學。臺北:東華。
20. 張重昭(2002)。行政院國家科學委員會研究報告行政院國家科學委員會研究報告,行政院國家科學委員會。
21. 張重昭(2004)。行政院國家科學委員會研究報告行政院國家科學委員會研究報告,行政院國家科學委員會。
22. 教育部國語推行委員會(1997)。重編國語辭典修訂本。
23. 陳建宇、黃永廣、廖允在、何秉諺(2007)。古典與電子音樂對腦波影響之研究。電子化優質健康照護，1，373-386。
24. 歐秀慧(2010)。以腦波知識看孔子樂論及現代樂教的應用。研究與動態，13(1)，1-18。