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Summary meeting 10 Consumer Understanding and Behaviour HFV1003
Summary meeting 10 Consumer Understanding and Behaviour HFV1003
[Meer zien]Voorbeeld 3 van de 19 pagina's
Voorbeeld 3 van de 19 pagina's
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Voorbeeld van de inhoud
Meeting 10: SenseSOURCE: DONG HUANG
Recognizing that many perceptual characteristics of higher pitch (e.g., lighter, elevated) are
conceptually associated with 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, thoughts about “good” behaviours, including healthy choices.
Theoretical background
Pitch, perceptual responses and morality
- Pitch is one of the first things people experience when hearing a sound, pitch can affect
thoughts and actions:
o Higher pitch is associated with spatial height (people look up when hearing)
o Higher pitch is rated brighter and lighter
o Higher pitch is perceived as a smaller source
- All these perceptual responses converge in activating a higher order construct of morality.
o Impressions of height (looking upwards) is associated with thoughts about goodness
of actions, an fundamental aspect of morality.
o Brightness is also linked to morality, people associate dark colours with immorality.
o Size is also linked to morality, people consider smaller objects scarcer and purer, and
purity is related to morality.
The impact of accessible morality thoughts on healthy choices
The accessibility of morality thoughts may increase the likelihood that people act more morally, for
several reasons;
- Cuing people with thoughts increases the likelihood that they will act accordingly by bringing
new information to mind.
- Cues remind consumers about aspects of their identity. Morality thoughts can make moral
identity salient, and salient moral identity can increase moral self-perception among
consumers, reminding them that they are moral and virtuous and that being moral is an
important goal for them
If pitch activates morality, salient morality thoughts are likely to increase moral self-
perceptions and, in turn, the likelihood of making moral choices. Moral choices are likely to
be healthier choices. Morality is associated with perceived rightness or goodness of actions
and actions socially mandated and approved.
Hypothesis = (1) listening to high- (vs. low- vs. no) pitched music is likely to cue morality, (2)
accessibility of morality is likely to increase moral self-perception and healthy choice, and (3)
consumers will make healthier choices insofar as they consider these choices moral.
Studies
Study 1: field investigation
Objective: investigate in a field setting whether participants exposed to high- (vs. low-) pitched music
are more likely to purchase a healthy (vs. indulgent) food item.
Method: set up a pop-up cookie store on campus for students and staff members.
- Manipulation music: instrumental music played in the background while the store was
operating, using Audacity software we adjusted the pitch 50% upward or 50% downward. We
, ran 18 half-hour sessions, 9 with high-pitched and 9 with low-pitched music,
counterbalanced.
- Measurement healthy vs unhealthy choice
o Healthy choice: oatmeal cookies
o Unhealthy choice: chocolate chip cookies
Results:
- Compared with low-pitched music, high-pitched music attracted a larger proportion of
passing women to the store, but on arriving at the store, their purchase rate did not differ
depending on music or gender. People also overwhelmingly preferred purchasing the
chocolate chip cookie to the oatmeal cookie, and this rate was similar for women and men.
- As we predicted, the proportion of healthier cookies purchased was higher when high- (vs.
low-) pitched background music played.
o Pitch increased the purchase of the healthy cookie more strongly among women
than among men.
One potential reason for this gender difference in response to high pitch may be that women
often serve as primary caregivers to children, and children have higher-pitched voices.
Furthermore, women themselves have higher-pitched voices than men, and people generally
are more attentive to their in-group and their characteristics, as these are more self-relevant.
Study 2: high pitched music and healthy items ordered
Objective: to replicate experiment 1 with a different food choice and music genre to avoid potential
problems of self-selection.
Method: a one-factor, three-level (pitch: high vs. normal vs. low) between-subjects design.
- Manipulation music: participants were asked to put on their headphones and confirm that
they could hear the music playing. A rock song was played. We adjusted pitch up or down by
50%.
o High pitch
o Low pitch
o Unaltered normal pitch
- Measurement control variables
- Measurement food choice (DV): participants were asked to imagine they are ordering
breakfast in a local café, they were showed a menu. Participants indicated all items they
would like to order. The sum of the total number of healthy items ordered was DV.
Results: a one-way analysis of covariance (ANCOVA) on healthy items ordered controlling for music
comfort and pleasantness.
- Participants listening to high-pitched music ordered more healthy items than those listening
to normal or low pitched music; there was no difference between the latter two conditions.
To ensure that higher pitch did not increase more choices of foods in general and to confirm that
participants swapped healthier foods for unhealthier ones, we also ran a one-way ANCOVA on overall
number of choices participants made.
- No differences across conditions on total food items chosen. Thus, the overall number of
food items chosen did not change depending on high pitch, but participants swapped
healthier options for unhealthier ones.
Study 3: generalization to other types of music
Objective: to replicate the effects of pitch on healthy choice using two other genres of music and
another dependent variable.
Method: 2 (pitch: high vs. low) x 3 (music genre: metal vs. jazz vs. rock) between-subjects study.
- Manipulation music pitch
- Manipulation music genre
, - Measurement food choice: participants made four choices, each between a healthy and an
unhealthy option.
Results: with music comfort and pleasantness as covariates, a 2 (pitch) x 3 (music genre) ANCOVA
predicting the healthy-choice index revealed only a main effect of pitch. Thus, pitch effects on
healthy choice occur across music genres.
Study 4: the mediating role of moral self-perception
Objective: test for the mediation process of higher pitched music cueing morality thoughts,
increasing healthy food choices.
Method: a one-factor (pitch: high vs. low) between subjects design.
- Manipulation music pitch (IV)
- Measurement moral self-perception (mediator): participants rated moral self-perception
along three items (At this moment, I feel I am moral, At this moment, I feel I am virtuous, and
At this moment, I have high moral standards).
- Measurement engagement in healthy activities (DV): indicated their likelihood of engaging
each of four activities at this time: exercising in the gym, joining a fitness class (e.g.,
Yoga/Pilates), going running/cycling, and avoiding tasty, tempting, high-calorie foods
containing bad cholesterol and fat.
Results:
- A one-way ANCOVA using music pleasantness and comfort as covariates revealed a main
effect of pitch on desire to engage in healthy activities. Listening to high-pitched music
increased participants’ desire to engage in healthy activities more than listening to low-
pitched music.
- Regression analysis showed that listening to high-pitched music heightens moral self-
perception and increases the likelihood to engage in healthy activities. Moral self-perception
is also positively related to healthy choice
- We also found that music pleasantness increased intent to engage in healthy activities, but
importantly, mood did not mediate the proposed effect of pitch on intent to engage in
healthy actions.
Study 5: the moderating role of morality salience and gift-card choice
Objective: provide further evidence for the mediation of moral self-perception through moderation
with priming. If high-pitched music cues morality thoughts, priming people listening to lower-pitched
music with morality should increase their healthier choices to levels similar to those of people
listening to high-pitched music without the additional morality cue.
Method: a 2 (pitch: high vs. low) x 2 (salience: morality vs. neutral thoughts) between-subjects
design.
- Manipulation morality salience (priming): participants completed a sentence-unscrambling
task. Participants received six sets of five words and had to make a grammatically correct
four-word sentence out of each set.
o Morality thoughts condition: sentences reminded participants of morality.
o Neutral thoughts condition: neutral words to create a sentence with.
- Manipulation music pitch: participants were instructed to make a consumer choice while
listening to music.
o High pitch condition
o Low pitch condition
- Measurement gift card choice (DV)
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