Experimental Analysis of Behavior Commons^™

Music And Auditory Transportation: An Investigation Of The Music Experience, Gail Leizerovici

Electronic Thesis and Dissertation Repository

To date, music has been primarily investigated as an atmospheric component of retail environments, or as a manipulable variable to assess consumer behaviour responses. However, across disciplines, listening to music has been shown to foster group membership, decrease anxiety, improve mood, and induce strong physical reactions such as thrills and chills. My dissertation research looks at closing this gap by investigating how music can offer more to its consumer than is currently understood. Using a mixed-method approach, I first explore the phenomenon of experiencing a favourite song. Following that, I experimentally investigate: 1) how and whether different modes of music …