...Chloe Hyojin Cho; Anna Mattila; Peter Bordi; Eunjin Kwon Purpose The purpose of this paper is to examine the impact of arousal fit between music (auditory cues) and plate color (visual cues) on food evaluations. Design/methodology/approach A 2 (background music: high vs low arousal) ×2 (plate...

...Liwei Hsu; Yen-jung Chen Purpose Music has a priming effect on product selection. The purpose of this paper is to extend the current understanding on this issue using an experimental design incorporating behavioural and brainwave data. Design/methodology/approach An experiment with 40...

... Publishing Limited 2008 Buyer‐seller relationships Food industry Interpersonal relations Customer satisfaction Music The creation of “value” is essential in marketing (Anderson and Narus, 1999 ; Doyle, 2000). Indeed, the role of marketing is “to assist the firm to create value for its...