PACIS 2021 Proceedings


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Experiential marketing has been gaining much attention recently, and playing music in the store or on the e-commerce website is a common way to influence consumers’ emotions and purchasing behaviors. Different music types that cause different levels of arousal and valence may have different effects on consumers’ purchasing intention and perceived risks. Based on the stimulus-organism-response theory, this study compares the effects of classical and metal music types on the participants’ behavioral responses and brain neuron activities in a scenario-based experiment. After recruiting 28 right-handed vision-corrected participants, functional magnetic resonance imaging is used to collect their behavioral responses and brain images. The preliminary analysis results show insignificant differences in their responses in the level of purchasing intention and perceived risks, while significant differences are found in three brain areas (classical > metal). Additional comparisons will be conducted for the data collected in this study



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