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Managers often use music as a marketing tool. In the current research, we found that music pitch can influence consumers’ healthy choices. Specifically, higher-pitched music can boost healthier choices
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Related Marketing Courses:
Consumer Behavior
Full Citation:
Dong, Ping, Xun (Irene) Huang, and Aparna A Labroo (2020), “Cueing Morality: The Effect of High-Pitched Music on Healthy Choice,” Journal of Marketing.
Article Abstract:
Managers often use music as a marketing tool. For example, in advertising, they use music to intensify emotions; in service settings, slow music to boost relaxation, and classical music for sophistication. Here, the authors posit a novel effect—higher-pitched music can boost healthier choices. Recognizing that many perceptual characteristics of higher pitch are conceptually associated with and therefore may also cue morality, they theorize that listening to higher- (vs. lower-) pitched music can cue morality. Furthermore, thoughts about morality can prompt moral self-perceptions and, in turn, “good” behaviors, and consumers consider healthy choices “good” behaviors. Thus, listening to higher-pitched music may increase healthier choices. Employing field, laboratory, and online studies, the authors find that listening to higher-pitched music increases consumers’ likelihood to choose healthy options (Studies 1, 3, and 5), order lower-calorie foods (Studies 2 and 6), and engage in health-boosting activities (Study 4). This effect arises because high pitch raises salience of morality thoughts (Studies 4 and 5) and attenuates when consumers do not perceive healthy choice as virtuous (Study 6). The article concludes with a discussion of theoretical and managerial implications.
Special thanks to Kelley Gullo and Holly Howe, Ph.D. candidates at Duke University, for their support in working with authors on submissions to this program.
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