Consumers’ Music Preference over Happy versus Sad in Their Hard Time
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The objective of the current study is to formally examine what kind of music people listen to between sad music and happy music in their hard time (or situations of feeling bad). Literature showed that people’s orientation to sad versus happy music in their hard time depends on the source of the hard time. Hard time may come from either relationship-related problems (e.g. recent break up from your friend) or goal-related problems (e.g. you failed in a recent exam). We found that the majority of participants listen to sad music (63%) vs happy music (37%) when they face bad experiences in their hard time. We further found that when failing at goal achieving, people listen more to sad music (50%) than happy music (22%), and when they are broken up with loved ones, people listen more to happy music (78%) than sad music (50%). Major findings and implications for marketing are provided.
Abstract
The objective of the current study is to formally examine what kind of music people listen to between sad music and happy music in their hard time (or situations of feeling bad). Literature showed that people’s orientation to sad versus happy music in their hard time depends on the source of the hard time. Hard time may come from either relationship-related problems (e.g. recent break up from your friend) or goal-related problems (e.g. you failed in a recent exam). We found that the majority of participants listen to sad music (63%) vs happy music (37%) when they face bad experiences in their hard time. We further found that when failing at goal achieving, people listen more to sad music (50%) than happy music (22%), and when they are broken up with loved ones, people listen more to happy music (78%) than sad music (50%). Major findings and implications for marketing are provided.
참고문헌 (18)
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