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| Author: | Kellaris, J. Mantel, S. |
| Title: | Shaping time perceptions with background music: the effect of congruity and arousal on estimates of ad durations |
| Journal: | Psychology and Marketing
1996 : AUG, VOL. 13:5, p. 501-516 |
| Index terms: | PSYCHOLOGY MUSIC ADVERTISING |
| Language: | eng |
| Abstract: | A time interval can seem shorter or longer in relation to clock time depending upon the stimulus information encountered, the internal states of the perceiver, and what is remembered. temporal perceptions may have important commercial implications when a time interval is comprised of an ad, a shopping episode, a service encounter, or some other consumptive event. Because music is often used by marketers to fill time intervals, the authors use background music to manipulate stimulus characteristics and arousal states of listeners in an experiment. |
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