Music and the Dark Side of Marketing -Music in the Media Markt-

(1)

Music and the Dark Side of Marketing

-Music in the Media Markt-

APPENDICES

(2)

Appendix A Overview research methods

3 Appendix B Measurement of dependent and independent variables

5 Appendix C Questionnaire main experiment

9 Appendix D Pre-test Questionnaire

15 Appendix E Pre-test questionnaire results

18 Appendix F Photographs website

24 Appendix G Metric constructs

27 Appendix H Non metric constructs

32 Appendix I Manipulation check

35 Appendix J SPSS output ANOVA

37 Appendix K SPSS output MANOVA

39 Appendix L MANOVA simple planned contrast

47

(3)

Appendix A Overview research methods

Author

Subject

Method

Areni and Kim (1993)

Music

Field experiment (wine

cellar)

Areni and Kim (1994)

Lighting

Field experiment (wine

cellar)

d’Astous (2000)

All environmental factors

Questionnaire

Baker et al (2002)

All environmental factors

True experiment (videotapes

/questionnaire)

Bone and Jantrania (1992)

Scent

True experiment (product/

questionnaire)

Bosmans (2006)

Scent

True experiment (product/

questionnaire)

Butler and Biner (1987)

Lighting

Questionnaire

Chebat et al (2009)

Scent

Field experiment (survey)

Chebat and Michon (2003)

Scent

Field experiment

(questionnaire)

Donovan et al (1994)

Store environment

Field experiment

(questionnaire/interview)

Donovan and Rossiter (1982)

Store environment

Field experiment

(questionnaire)

Dube and Morin (2001)

Music

Field experiment

(questionnaire)

Eroglu et al (2005)

Music/ density

Field experiment

(questionnaire)

Fiore et al (2000)

Display/scent

True experiment

(product/questionnaire)

Herrington and Capella (1996)

Music

Field experiment (survey)

Hirsch (1995)

Scent

Field experiment

(observation/sales)

Hui and Bateson (1991)

Crowding

True experiment

(slides/ questionnaire)

Kellaris and Kent (1992)

Music

True experiment

(questionnaire)

Massara and Pelloso (2006)

Store environment

True experiment (laboratory/

computer simulation)

Mattila and Wirtz (2001)

Scent and music

Field experiment

(questionnaire)

Michon et al (2005)

Retail environment

Field experiment

(questionnaire)

Milliman (1982)

Music

True experiment

(supermarket and

observation/interview)

Milliman (1986)

Music

Field experiment (restaurant/

observation)

Mitchell et al (1995)

Scent

True experiment (product/

questionnaire)

(4)

Spangenberg et al (2005)

Scent/music

True experiment (photos/

questionnaire)

Spangenberg et al (2006)

Scent

Field experiment

(questionnaire)

Spies et al (1997)

Store environment

Field experiment (survey)

Summers and Herbert (2001)

Lighting

Field experiment

(observation)

Wakefield and Baker (1998)

Store environment

Field experiment (survey)

Yalch and Spangenberg (2000)

Music

True experiment (products/

questionnaire)

Yalch and Spangenberg (1993)

Music

Field experiment

(5)

Appendix B Measurement of dependent and independent variables

Measuring music congruency and tempo

Variable

Question

Scale

As used by:

I expect to hear this

song in the Media

Markt

Totally disagree/

Totally agree

This music is suitable

for the Media Markt

Totally disagree/

Totally agree

Music congruency

It is likely that this

music will be played

in the Media

Markt

Totally disagree/

Totally agree

Too fast

Totally disagree

/Totally agree

Too slow

Totally disagree

/Totally agree

Music tempo

About right for the

Media Markt

environment

Totally disagree

/Totally agree

(Moderator) Gender

Gender

Male/Female

Measuring approach/avoidance behavior and consumer feelings

Variable

Question

Scale

As used by:

Approach/avoidance

Time spent in store

Without looking at

your watch, how

much time did you

spend in the store?

Now look at your

watch, how much

time have you really

spend in the store?

Open question

Spangenberg et al

(2006)

Global attitude

environment

What do you think

about the store

environment in

general?

Unattractive/

Attractive

Uninteresting/

Interesting

Bad/ Good

(6)

Comfortable

Unpleasant/ Pleasant

Global attitude product

How do you feel

about the

merchandise

selection offered in

the store?

Please rate the

product that you

have selected

Bad/Good

Unfavorable/

Favorable

Negative/Positive

Unpleasant/ Pleasant

Low quality/ High

quality

Unattractive/

Attractive

As used in

Spangenberg et al

(1996)

Price willingness to

pay

What are you

willing to pay for

this product (in €)?

Open question

Fiore et al (2000)

Purchase intention

I intend to buy this

product in the

foreseeable future

Totally disagree

Totally agree

Fiore et al (2000)

Intention to revisit

I would enjoy

shopping in this

type of store

I would like to

spend time brow

sing in this store

I would avoid ever

having to return to

this store

I would w ant to

avoid looking

around or exploring

this

environment

Totally disagree

Totally agree

Donova and

Rossiter (1982)

Consumer feelings

While shopping in

the store, I felt...

Frustrated

Angry

Irritated

Unfulfilled

Discontented

Nervous

Worried

Tense

Happy

Pleased

Joyful

Excited

Thrilled

Enthusiastic

Surprised

Amazed

Astonished

Totally disagree

Totally agree

Richins, 1997

Control

The music

influenced my

shopping decision

(7)

Measuring other variables

Variable

Question

Scale

As used by:

I like to continue

doing the same old

things rather than

trying new and

different things

Totally disagree

Totally agree

I like to experience

novelty and change in

my daily

Routine

I like a job that offers

change, variety, and

travel, even if

it involves some

danger

Totally disagree

Totally agree

I am continually

seeking new ideas and

experiences

Totally disagree

Totally agree

I like continually

changing activities

When things get

boring, I like to find

some new and

unfamiliar experience

Totally disagree

Totally agree

OSL – Change

Seeker Index

I prefer a routine way

of life to an

unpredictable one full

of change

Totally disagree

Totally agree

Steenkamp and

Baumgartner

(1995)

In selecting from the

many types and brands

of mp3 players

available in the

market, would you say

that….

I would not care at all

as to

which one I buy/

I would care a great

deal as to which one I

buy

How important would

it be to you to make a

right choice for this

product?

Not at all important/

Extremely important

Involvement

In making your

selection of this

product, how

concerned would you

be about the outcome

of your choice?

Not at all concerned/

Very much

concerned

Kuenzel, Musters

(2007)

(8)

Familiarity with

MediaMarkt

Are you familiar with

the Media Markt?

No/ Yes

Song preference

I like this song

Totally disagree/

Totally agree

Genre preference

I prefer this genre

Totally disagree/

Totally agree

Music liking

The music I heard

was:

Unpleasant/ Pleasant

Unappealing/

Appealing

Ugly/ Beautiful

Unlikeable/ Likeable

Bad/ Good

Brand preference

When shopping, I

enjoy visiting the

Media Markt

Totally disagree/

Totally agree

Remembering the

stimulus

I remember the music

being played

Totally disagree/

Totally agree

Influence product

choice

The music influenced

my shopping decision

(9)

(10)

(11)

(12)

(13)

(14)

(15)

Appendix D Pre-test Questionnaire

Lijst 1: Slow music

Lijst 2: Upbeat music

Artist

Title

Youtube link

Jason Mraz

I’m Yours

http://www.youtube.com/watch?v=-orePbu-hU8

Usher Ft. Will.I.Am

OMG

http://www.youtube.com/watch?v=QPm25m8DZpA

Kings of Leon

Notion

http://www.youtube.com/watch?v=7oayv_JWCpY

Limp Bizkit

Behind blue eyes

http://www.youtube.com/watch?v=qxLCj8E4fM0

Alicia Keys

If I aint got you

http://www.youtube.com/watch?v=qDQuQGG3FlY

Dana Glover

Thinking over

http://www.youtube.com/watch?v=L0MEmGMM1mo

Micheal Buble

Lost

http://www.youtube.com/watch?v=Q-8ez6dGao8

The Fray

Over my head

http://www.youtube.com/watch?v=y5Kcyd-MGnU

Destine

Stars

http://www.youtube.com/watch?v=_uYfdOjOWVE

Golden

Loosen up

http://www.youtube.com/watch?v=HVd24i1beaE

Plain White T’s

Hey There Delilah

http://www.youtube.com/watch?v=EbJtYqBYCV8

Artist

Title

Youtube link

Katy Perry

I kissed a girl

http://www.youtube.com/watch?v=DLt5n0auPwM

Lady gaga

Pokerface

http://www.youtube.com/watch?v=_de3C3Pkb8Q

Cold play

Viva la vida

http://www.youtube.com/watch?v=44xirQ55IgA

Three Doors Down

Kryptonite

http://www.youtube.com/watch?v=xPU8OAjjS4k

Block Party

I still remember

http://www.youtube.com/watch?v=ziDdEAmsNBE

Vanessa Carlton

A thousand miles

http://www.youtube.com/watch?v=Cwkej79U3ek

Wildboyz ft. Ameerah

The sound of missing you

http://www.youtube.com/watch?v=k7pAGeenufs

Eric Prydz

Proper education

http://www.youtube.com/watch?v=IttkDYE33aU

Green day

The saints are coming

http://www.youtube.com/watch?v=PD_0fqvT32g

Kelis

Acapella

http://www.youtube.com/watch?v=U8D9xCBcfzw

Colby Caillat

Bubbly

http://www.youtube.com/watch?v=AWGqoCNbsvM

(16)

Questionnaire: Muziek in de Media Markt

Geslacht:

Leeftijd:

Beroep:

Welke liedjes vind jij passen bij de Media Markt (zie lijst, gebruik beide categorieën)?

Maak een top 5:

1.

2.

3.

4.

5. Welke liedjes vind jij het minst passen bij de Media Markt (zie lijst, gebruik beide categorieën)?

1.

2.

3.

4.

5. Mis je nog nummers in de bovenstaande lijst? Zijn er nog andere nummers die jij juist veel beter of

slechter vind passen bij de Media Markt? (Dit onderzoek neemt alleen muzieknummers die uitgebracht zijn tussen

2000 en 2010 in beschouwing) .

Passende nummers:

Niet passende nummers:

Welke liedje vind jij het meest typisch voor de Media Markt?

1. Welke liedjes zou jij verwachten te horen in de Media Markt? (zie lijst):

1.

2.

3. Welke liedjes zou jij nooit verwachten te horen in de Media Markt? (zie lijst, gebruik beide

categorieën):

1.

2.

3. Welke nummers zou je willen horen in de Media Markt (zie lijst, gebruik beide categorieën)?

1.

(17)

Mis je nog nummers in de bovenstaande lijst? Zijn er nog andere nummers die jij juist wel of juist niet

zou willen horen in de Media Markt? (Dit onderzoek neemt alleen muzieknummers die uitgebracht

zijn tussen 2000 en 2010 in beschouwing).

Ik zou graag willen horen:

Ik zou graag niet willen horen:

Welke 3 liedjes zou je het liefst horen wanneer je aan het winkelen bent voor een mp3 speler?

1.

2.

3. Stel, je ziet een reclame voor een mp3 speler op de tv. Welke liedjes verwacht je hierbij te horen?

1.

2.

3. Welk genre muziek heeft jou voorkeur (je mag meerdere genres kiezen)?

A. Pop muziek (top 40)

(18)

Appendix E Pre-test questionnaire results

Results question: congruency with Media Markt

Mannen (N=10)top 5

Lijst 1: Slow music

Lijst 2: Upbeat music

Artist

Title

Congruent with Media Markt Incongruent with Media Markt

Jason Mraz I’m Yours 1

Usher Ft. Will.I.Am OMG 1 6

Kings of Leon Notion 2

Limp Bizkit Behind blue eyes 1 3

Alicia Keys If I aint got you 4 1

Dana Glover Thinking over 1 1

Micheal Buble Lost 2 2

The Fray Over my head 1 2

Destine Stars 1

Golden Loosen up 4

Plain White T’s Hey There Delilah 5 1

Total 17 22

Artist

Title

Congruent with Media Markt Incongruent with Media Markt

Katy Perry I kissed a girl 2 5

Lady gaga Pokerface 3 1

Cold play Viva la vida 7 1

Three Doors Down Kryptonite 2

Block Party I still remember 3

Vanessa Carlton A thousand miles 2 2

Wildboyz ft. Ameerah The sound of missing you 6 1

Eric Prydz Proper education 2 2

Green day The saints are coming 3 2

Kelis Acapella 2 3

Colby Caillat Bubbly 2 5

Daft Punk Around the world 2 3

(19)

VROUWEN (N=11) Top 5

Lijst

1:

Slow

musi

c

Lijst

2:

Upbe

at

musi

c

Artist

Title

Congruent with Media

Markt

Incongruent with Media Markt

Kings of Leon Notion 1 1

Micheal Buble Lost 4

Destine Stars 2

Golden Loosen up 1 5

Plain White T’s Hey There Delilah 6

Total 24 23

Artist

Title

Markt

Three Doors Down Kryptonite 1 2

Block Party I still remember 1 4

Vanessa Carlton A thousand miles 5 2 Wildboyz ft. Ameerah The sound of missing you 2 2

Eric Prydz Proper education 2

Green day The saints are coming 3

Kelis Acapella 2 4

(20)

TOTAAL (N= 21) Top 5

Lijst 1: Slow music

Lijst 2: Upbeat music

Artist

Title

Markt

Incongruent with Media Markt

Kings of Leon Notion 3 1

Micheal Buble Lost 6 2

Destine Stars 3

Golden Loosen up 1 9

(21)

TOTAAL (N= 21) First song from Top 5

Slow and fast music

Artist

Title

Markt

Incongruent with Media Markt

Block Party I still remember 1 7

Vanessa Carlton A thousand miles 7 4 Wildboyz ft. Ameerah The sound of missing you 8 3

Eric Prydz Proper education 3 4

Green day The saints are coming 3 5

Kelis Acapella 4 7

Total

64

60 Artist

Title

Markt

Kings of Leon Notion 2

Limp Bizkit Behind blue eyes 1 Alicia Keys If I aint got you 1

The Fray Over my head 1

Golden Loosen up 1

Katy Perry I kissed a girl 2

Block Party I still remember 1

Vanessa Carlton A thousand miles 3 1 Wildboyz ft. Ameerah The sound of missing you 1

Kelis Acapella 1 1

Daft Punk Around the world 2

(22)

Results question: congruency with product

Total (N=21)

Lijst 1: Slow music

Lijst 2: Upbeat music

3

Artist

Title

N

Jason Mraz I’m Yours 1 Usher Ft. Will.I.Am OMG 4 Kings of Leon Notion

Limp Bizkit Behind blue eyes 1 Alicia Keys If I aint got you 5 Dana Glover Thinking over

Micheal Buble Lost

The Fray Over my head Destine Stars

Golden Loosen up 1

Total 14

Artist

Title

N

Katy Perry I kissed a girl 3 Lady gaga Pokerface 9 Cold play Viva la vida 5 Three Doors Down Kryptonite

Block Party I still remember 1 Vanessa Carlton A thousand miles 3 Wildboyz ft. Ameerah The sound of missing you 6 Eric Prydz Proper education

Green day The saints are coming

Kelis Acapella 4

Colby Caillat Bubbly 1 Daft Punk Around the world

(23)

Results question: music respondents expect

Total (N=21)

Lijst 1: Slow music

Lijst 2: Upbeat music

Artist

Title

Expected Unexpected

Jason Mraz I’m Yours 1 5

Usher Ft. Will.I.Am OMG 1 4 Kings of Leon Notion

Limp Bizkit Behind blue eyes 1 2 Alicia Keys If I aint got you 2 1 Dana Glover Thinking over

Micheal Buble Lost 1

Destine Stars Golden Loosen up

Total 11 14

Artist

Title

Expected Unexpected

Three Doors Down Kryptonite 1

Block Party I still remember 1 Vanessa Carlton A thousand miles 1 1 Wildboyz ft. Ameerah The sound of missing you 1

Kelis Acapella 2 1

Colby Caillat Bubbly 1

(24)

(25)

(26)

(27)

Appendix G Metric constructs

FACTOR ANALYSES

1. Data distribution

N

Skewness

Kurtosis

Statistic

Std. Error

Statistic

Std Error

GAPM_slecht 165 -,771 ,189 1,085 ,376 GAPM_ongunstig 165 -1,063 ,189 2,502 ,376 GAPM_negatief 165 -,611 ,189 1,552 ,376 GAPM_onaangenaam 165 -,738 ,189 1,826 ,376 GAPM_lage kwaliteit 165 -,685 ,189 1,274 ,376 GAPM_onaantrekkelijk 165 -,927 ,189 1,528 ,376

N

Skewness

Kurtosis

Statistic

Std. Error

Statistic

Std Error

GAPP_slecht 165 -,579 ,189 -,402 ,376 GAPP_ongunstig 165 -,482 ,189 -,208 ,376 GAPP_negatief 165 -,697 ,189 ,145 ,376 GAPP_onaangenaam 165 -1,019 ,189 2,063 ,376 GAPP_lage kwaliteit 165 -,852 ,189 -,130 ,376 GAPP_onaantrekkelijk 165 -2,037 ,189 5,560 ,376

N

Skewness

Kurtosis

Statistic

Std. Error

Statistic

Std Error

GAE_onaantrekkelijk 165 -,308 ,189 -,667 ,376 GAE_oninteressant 165 -,407 ,189 -,444 ,376 GAE_slecht 165 -,366 ,189 -,048 ,376 GAE_bedroevend 165 ,129 ,189 -,115 ,376 GAE_saai 165 ,058 ,189 -,391 ,376 GAE_ongemakkelijk 165 -,689 ,189 ,149 ,376 GAE_onaangenaam -,533 ,189 ,197 ,376

N

Skewness

Kurtosis

Statistic

Std. Error

Statistic

Std Error

Revisit_1 165 -,097 ,189 -,067 ,376

Revisit_2 165 1,095 ,189 1,157 ,376

Revisit_3 165 -1,006 ,189 3,006 ,376

(28)

2. Internal consistency

Cronbach's Alpha N of Items

GAE ,895 7

Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted GAE_onaantrekkelijk 25,6121 46,910 ,766 ,870 GAE_oninteressant 25,6061 48,533 ,761 ,871 GAE_slecht 25,3515 48,888 ,820 ,866 GAE_bedroevend 25,8121 50,751 ,704 ,879 GAE_saai 26,0727 49,409 ,637 ,886 GAE_ongemakkelijk 24,9455 51,527 ,533 ,899 GAE_onaangenaam 25,4727 48,007 ,683 ,881

GAPM ,913 6

Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted GAPM_slecht 24,3273 26,965 ,791 ,893 GAPM_ongunstig 24,5758 27,551 ,715 ,904 GAPM_negatief 24,4667 27,580 ,827 ,889 GAPM_onaangenaam 24,6303 27,137 ,805 ,891 GAPM_lagekwal 24,4667 28,165 ,694 ,906 GAPM_onaantrekkelijk 24,6242 26,785 ,724 ,903

Cronbach Alpha

(29)

Cronbach's

Alpha N of Items

GAPP ,902 6

Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted GAPP_slecht 29,2727 19,895 ,805 ,877 GAPP_ongunstig 29,5273 19,543 ,786 ,878 GAPP_negatief 29,4545 19,042 ,833 ,871 GAPP_onaangenaam 29,4364 18,943 ,795 ,875 GAPP_lagekwal 29,2848 19,803 ,666 ,894 GAPP_onaantrekkelijk 29,4788 17,434 ,635 ,914

Cronbach's Alpha N of Items Intention to revisit ,724 4

Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted Revisit_1 11,0545 8,784 ,323 ,680 Revisit_2 10,3333 8,419 ,374 ,655 Revisit_3 13,5333 5,372 ,633 ,464 Revisit_4 13,0061 5,701 ,532 ,553

3. Appropriateness Factor Analysis

KMO

Bartlett's Test

Sign.

Df.

Approx. Chi-Square

GAE

,850

,000

21

718,015

GAPM

,889

,000

15

665,727

GAPP

,866

,000

15

718,588

Intention to revisit

,669

,000

6

147,473

4. Factor analyses

Global Attitude Environment

(30)

3 _,606 _8,656 _84,485

4 _,371 _5,295 _89,780

5 ,317 4,527 94,307

6 ,209 2,988 97,295

7 ,189 2,705 100,000

Global Attitude Product Merchandise

6 5 4 3 2 1 Component Number 4 2 0 E ig e n v a lu e Scree Plot Component 1 GAE_slecht _,883 GAE_onaantrekkelijk _,847 GAE_oninteressant ,843 GAE_bedroevend ,793 GAE_onaangenaam _,763 GAE_saai ,746 GAE_ongemakkelijk ,633

Initial Eigenvalues Extraction Sums of Squared Loadings Component Total % of Variance Cumulative % Total % of Variance Cumulative %

(31)

Global Attitude Product Purchased

Intention to revisit

1 _2,199 _54,969 _54,969 _2,199 _54,969 _54,969 2 _,898 _22,461 _77,430 3 _,468 _11,690 _89,120 4 _,435 _10,880 _100,000 4 3 2 1 Component Number 2,0 1,5 1,0 0,5 E ig e n v a lu e Scree Plot

(32)

Appendix H Non metric constructs

1. Data distribution

Skewness

Kurtosis

N

Statistic Std. Error

CF_gefrustreerd 165 ,490 ,189 -1,026 ,376 CF_boos 165 ,766 ,189 -,514 ,376 CF_geirriteerd 165 ,634 ,189 -,849 ,376 CF_onvoldaan 165 ,697 ,189 -,514 ,376 CF_ontevreden 165 ,590 ,189 -,700 ,376 CF_nerveus 165 ,944 ,189 ,244 ,376 CF_bezorgd 165 ,905 ,189 ,018 ,376 CF_gespannen 165 ,678 ,189 -,686 ,376 CF_blij 165 ,501 ,189 -,551 ,376 CF_tevreden 165 ,308 ,189 -,587 ,376 CF_opgewekt 165 ,341 ,189 -,604 ,376 CF_opgewonden 165 ,148 ,189 -1,289 ,376 CF_extatisch 165 -,071 ,189 -1,487 ,376 CF_enthousiast 165 ,233 ,189 -,878 ,376 CF_verrast 165 -,329 ,189 1,696 ,376 CF_verbaasd 165 ,202 ,189 -1,242 ,376 CF_verwonderd 165 ,057 ,189 -1,329 ,376

Skewness

Kurtosis

N

Statistic

Std. Error

Statistic

Std Error

ML_Akelig 128 -,615 ,214 -,138 ,425 ML_onaantrekkelijk 128 -,531 ,214 -,234 ,425 ML_lelijk 128 -,540 ,214 -,021 ,425 ML_onsymphatiek 128 -,478 ,214 -,045 ,425 ML_slecht 128 -,716 ,214 ,304 ,425

Skewness

Kurtosis

N

Statistic

Std. Error

Statistic

Std Error

Involvement_1 165 -1,013 ,189 ,023 ,376

Involvement_2 165 -1,439 ,189 1,478 ,376

Involvement_3 165 ,044 ,189 -1,079 ,376

Skewness

Kurtosis

N

Statistic

Std. Error

Statistic

Std Error

(33)

2. Internal consistency

Cronbach's

Alpha N of Items

Consumer Feelings ,889 17

Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted CF_gefrustreerd 65,2909 113,964 ,680 ,823 CF_boos 65,7879 119,510 ,685 ,825 CF_geirriteerd 65,3333 112,553 ,691 ,822 CF_onvoldaan 65,3394 115,116 ,671 ,824 CF_ontevreden 65,3515 116,546 ,650 ,826 CF_nerveus 65,6424 119,560 ,590 ,830 CF_bezorgd 65,7091 123,195 ,503 ,835 CF_gespannen 65,4061 120,279 ,500 ,835 CF_blij 62,8848 136,127 ,175 ,848 CF_tevreden 62,8424 134,646 ,266 ,845 CF_opgewekt 62,8121 132,349 ,370 ,842 CF_opgewonden 62,6848 131,424 ,327 ,843 CF_extatisch 62,5091 132,190 ,266 ,846 CF_enthousiast 62,7333 133,221 ,301 ,844 CF_verrast 62,7818 134,879 ,182 ,849 CF_verbaasd 62,6788 132,866 ,269 ,845 CF_verwonderd 62,6000 132,010 ,297 ,844 Cronbach's Alpha N of Items Music Liking ,962 5

Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted ML_Akelig 17,2734 40,767 ,919 ,948 ML_onaantrekkelijk 17,3906 40,917 ,927 ,947 ML_lelijk 17,4219 41,269 ,950 ,943 ML_onsymphatiek 17,5547 44,737 ,801 ,967 ML_slecht 17,3281 42,537 ,865 ,957

(34)

Involvement_2 8,9818 8,237 ,557 ,355

Involvement_3 10,7152 10,729 ,219 ,815

OSL ,847 7

(35)

Appendix I Manipulation check

**Anova manipulated tempo * manipulated congruency > perceived music tempo**

Dependent Variable:Perceived Tempo

Source

Type III Sum of

Squares df Mean Square F Sig. Corrected Model 30,143a 3 10,048 8,073 ,000 Intercept 1706,634 1 1706,634 1371,287 ,000 Music congruency 1,962 1 1,962 1,577 ,212 Music tempo 23,379 1 23,379 18,785 ,000

Music congruency * Music

tempo 5,134 1 5,134 4,125 ,044 Error 154,324 124 1,245

Total 1899,250 128

Corrected Total 184,467 127 a. R Squared = ,163 (Adjusted R Squared = ,143)

**Anova manipulated tempo * manipulated congruency > perceived music congruency**

Dependent Variable:PerceivedMC

Source

Type III Sum of

Squares df Mean Square F Sig. Corrected Model 35,510a 3 11,837 8,372 ,000 Intercept 1510,420 1 1510,420 1068,314 ,000 Music congruency 26,214 1 26,214 18,541 ,000 Music tempo 5,798 1 5,798 4,101 ,045

Music congruency * Music

tempo 3,098 1 3,098 2,191 ,141 Error 175,316 124 1,414

Total 1711,889 128

(36)

PerceivedMClikely/ PerceivedMCsuitable/ PerceivedMCexpected

,909 3

Item-Total Statistics

Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted PerceivedMCgeschikt 6,9219 6,907 ,763 ,919 PerceivedMCwaarschijnlijk 6,7422 7,090 ,826 ,864 PerceivedMCverwacht 6,8828 6,829 ,870 ,826

MTfast/ MTslow (recoded)

,651 2

Item-Total Statistics

Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted PerceivedTempo_fast 3,9766 2,039 ,483 .a RecodedPT_slow 3,3438 1,881 ,483 .a

(37)

(38)

3,00

36 1,00

76 2,00

18 Influence product choice

3,00

12

Dependent Variable:Consumer Feelings

Source

Type III Sum of

Squares df Mean Square F Sig.

Corrected Model 18,146a 22 ,825 1,795 ,030 Intercept 99,724 1 99,724 217,079 ,000 Music congruency 2,003 1 2,003 4,361 ,040 Music tempo ,003 1 ,003 ,006 ,936 Music liking 3,269 2 1,634 3,558 ,033 Shopping enjoyment ,754 2 ,377 ,821 ,444 Gender ,245 1 ,245 ,533 ,467 OSL ,103 2 ,052 ,112 ,894 Familiarity 1,235 1 1,235 2,689 ,105 Involvement 1,798 2 ,899 1,957 ,148 Brand preference ,077 2 ,039 ,084 ,920 Remembering stimulus 3,175 2 1,588 3,456 ,036 Song preference ,207 2 ,104 ,226 ,798 Genre preference ,325 2 ,163 ,354 ,703

Influence product choice ,704 2 ,352 ,766 ,468

Music congruency * Music

tempo ,443 1 ,443 ,915 ,341

Music congruency * Gender ,934 1 ,934 1,930 ,167

Music tempo * Gender ,197 1 ,197 ,407 ,524

Music congruency * Music

tempo * Gender ,313 1 ,313 ,648 ,423

Error 38,129 83 ,459

Total 3152,592 106

Corrected Total 56,275 105

(39)

Appendix K SPSS output MANOVA

Between-Subjects Factors

Value Label

N

1,00

Male

51 Gender

2,00

Female

55 1,00

Laag

54 Music congruency

2,00

Hoog

52 1,00

Laag

56 Music Tempo

2,00

Hoog

50 1,00

43 2,00

39 Brand preference

3,00

24 1,00

28 2,00

5 Remember the stimulus

3,00

73 1,00

76 2,00

18 Influence product choice

(40)

1,00

no

11 Familiarity

2,00

yes

95 1,00

3 2,00

14 involvement

3,00

89

Multivariate Testsc

Effect Value F Hypothesis df Error df Sig.

Pillai's Trace ,253 3,734a 7,000 77,000 ,002 Wilks' Lambda ,747 3,734a 7,000 77,000 ,002 Hotelling's Trace ,339 3,734a 7,000 77,000 ,002 Intercept

Roy's Largest Root ,339 3,734a _7,000 _77,000 _,002

Pillai's Trace ,041 ,469a 7,000 77,000 ,854

Wilks' Lambda ,959 ,469a 7,000 77,000 ,854

Hotelling's Trace ,043 ,469a 7,000 77,000 ,854 Gender

Roy's Largest Root ,043 ,469a 7,000 77,000 ,854 Pillai's Trace ,110 1,355a 7,000 77,000 ,237 Wilks' Lambda ,890 1,355a 7,000 77,000 ,237 Hotelling's Trace ,123 1,355a 7,000 77,000 ,237 Music congruency

Roy's Largest Root ,123 1,355a _7,000 _77,000 _,237

Pillai's Trace ,081 ,964a 7,000 77,000 ,464

Wilks' Lambda ,919 ,964a 7,000 77,000 ,464

Hotelling's Trace ,088 ,964a 7,000 77,000 ,464 Music tempo

Roy's Largest Root ,088 ,964a 7,000 77,000 ,464 Pillai's Trace ,303 1,988 14,000 156,000 ,022 Wilks' Lambda ,715 2,009a 14,000 154,000 ,020 Hotelling's Trace ,374 2,029 14,000 152,000 ,019 Brand preference

Roy's Largest Root ,287 3,199b 7,000 78,000 ,005 Pillai's Trace ,131 ,780 14,000 156,000 ,690 Wilks' Lambda ,872 ,777a 14,000 154,000 ,693 Hotelling's Trace ,143 ,774 14,000 152,000 ,696 Remembering stimulus

(41)

Pillai's Trace ,310 2,041 14,000 156,000 ,018 Wilks' Lambda ,714 2,020a 14,000 154,000 ,020 Hotelling's Trace ,368 2,000 14,000 152,000 ,021 Song preference

Roy's Largest Root ,219 2,437b 7,000 78,000 ,026 Influence product choice Pillai's Trace ,123 ,732 14,000 156,000 ,740 Wilks' Lambda ,879 ,735a 14,000 154,000 ,736 Hotelling's Trace ,136 ,739 14,000 152,000 ,732 Roy's Largest Root ,119 1,325b 7,000 78,000 ,250 Pillai's Trace ,107 ,631 14,000 156,000 ,836 Wilks' Lambda ,894 ,632a _14,000 _154,000 _,835

Hotelling's Trace ,116 ,632 14,000 152,000 ,835 Genre preference

Roy's Largest Root ,100 1,112b 7,000 78,000 ,364 Pillai's Trace ,184 1,127 14,000 156,000 ,338 Wilks' Lambda ,824 1,121a 14,000 154,000 ,344 Hotelling's Trace ,205 1,115 14,000 152,000 ,349 OSL

Roy's Largest Root ,143 1,597b 7,000 78,000 ,149 Pillai's Trace ,265 1,701 14,000 156,000 ,060 Wilks' Lambda ,752 1,683a 14,000 154,000 ,064 Hotelling's Trace ,307 1,665 14,000 152,000 ,068 Music liking

Roy's Largest Root ,182 2,023b 7,000 78,000 ,062 Pillai's Trace ,304 2,000 14,000 156,000 ,021 Wilks' Lambda ,714 2,017a 14,000 154,000 ,020 Hotelling's Trace ,375 2,034 14,000 152,000 ,019 Shopping enjoyment

Roy's Largest Root ,284 3,164b 7,000 78,000 ,005 Pillai's Trace ,123 1,545a 7,000 77,000 ,165 Wilks' Lambda ,877 1,545a 7,000 77,000 ,165 Hotelling's Trace ,140 1,545a 7,000 77,000 ,165 Familiarity

(42)

Pillai's Trace ,039 ,661a 7,000 114,000 ,704 Wilks' Lambda ,961 ,661a _7,000 _114,000 _,704

Hotelling's Trace ,041 ,661a 7,000 114,000 ,704 ManipulationTempo *

ManipulationCongruency

Roy's Largest Root ,041 ,661a 7,000 114,000 ,704 Pillai's Trace ,012 ,199a 7,000 114,000 ,985 Wilks' Lambda ,988 ,199a 7,000 114,000 ,985 Hotelling's Trace ,012 ,199a 7,000 114,000 ,985 ManipulationTempo * D_Gender

Roy's Largest Root ,012 ,199a 7,000 114,000 ,985 Pillai's Trace ,032 ,530a 7,000 114,000 ,810 Wilks' Lambda ,968 ,530a _7,000 _114,000 _,810

Hotelling's Trace ,033 ,530a 7,000 114,000 ,810 ManipulationCongruency *

D_Gender

Roy's Largest Root ,033 ,530a 7,000 114,000 ,810 Pillai's Trace ,118 2,177a 7,000 114,000 ,041 Wilks' Lambda ,882 2,177a 7,000 114,000 ,041 Hotelling's Trace ,134 2,177a 7,000 114,000 ,041 ManipulationTempo * ManipulationCongruency * D_Gender

Roy's Largest Root ,134 2,177a 7,000 114,000 ,041 a. Exact statistic

b. The statistic is an upper bound on F that yields a lower bound on the significance level.

c. Design: Intercept + Gender + Music Congruency + Music Tempo + Brand Preference + Remembering stimulus + Influence Product Choice + Song Preference + Genre Preference + OSL + Music Liking + Shopping Enjoyment + Familiarity + Involvement

Source Dependent Variable

Type III Sum of

Squares df F Sig.

Time_perceived 3,025E6 22 1,420 ,130

Time_actual 9,132E6 22 1,186 ,283

Purchaseintention 44,811c 22 1,015 ,457

REGR factor score GAE 25,910d 22 1,335 ,175 REGR factor score GAPM 32,634e 22 2,694 ,001 REGR factor score GAPP 39,792f 22 2,420 ,002 Corrected Model

(43)

Intercept Time_perceived 1382429,614 1 14,273 ,000

Time_actual 1056301,795 1 3,018 ,086

Purchaseintention 29,824 1 14,856 ,000

REGR factor score GAE ,194 1 ,220 ,641

REGR factor score GAPM 1,205 1 2,187 ,143

REGR factor score GAPP ,021 1 ,028 ,868

REGR factor score Revisit ,009 1 ,015 ,904

Time_perceived 9730,377 1 ,100 ,752

Time_actual 173699,262 1 ,496 ,483

REGR factor score GAPM ,566 1 1,028 ,314

Gender

Time_perceived 9167,898 1 ,095 ,759

Time_actual 1849395,294 1 5,284 ,024

Purchaseintention 1,006 1 ,501 ,481

REGR factor score GAPP 1,489 1 1,992 ,162

Music congruency

Time_perceived 378474,632 1 3,907 ,051

Time_actual 567786,518 1 1,622 ,206

Purchaseintention ,513 1 ,256 ,614

REGR factor score GAPM ,101 1 ,183 ,670

Music tempo

REGR factor score Revisit ,703 1 1,112 ,295

Time_perceived 577462,469 2 2,981 ,056

Time_actual 1343087,656 2 1,919 ,153

(44)

REGR factor score Revisit 12,400 2 9,807 ,000

Time_perceived 40435,846 2 ,209 ,812

Time_actual 969839,758 2 1,385 ,256

REGR factor score GAE 2,394 2 1,357 ,263

Remembering stimulus

Time_perceived 27963,896 2 ,144 ,866

Time_actual 240504,736 2 ,344 ,710

Influence product choice

Time_perceived 741095,207 2 3,826 ,026

Time_actual 397410,842 2 ,568 ,569

REGR factor score GAPP 1,240 2 ,829 ,440

Song preference

Time_perceived 507082,098 2 2,618 ,079

Time_actual 653057,402 2 ,933 ,398

Genre preference

OSL Time_perceived 535334,925 2 2,763 ,069

(45)

Time_perceived 323847,234 2 1,672 ,194

Time_actual 963058,790 2 1,376 ,258

Music liking

Time_perceived 776674,956 2 4,009 ,022

Time_actual 1524141,271 2 2,177 ,120

Shopping enjoyment

Time_perceived 97821,528 1 1,010 ,318

Time_actual 44006,045 1 ,126 ,724

Familiarity

Time_perceived 47171,815 2 ,244 ,784

Time_actual 564,143 2 ,001 ,999

REGR factor score GAE 1,262 2 ,715 ,492

(46)

Time_perceived 29246,770 1 ,257 ,613

Time_actual 583648,318 1 1,706 ,194

ManipulationTempo * ManipulationCongruency

Time_perceived 1944,172 1 ,017 ,896

Time_actual 337736,233 1 ,987 ,322

ManipulationTempo * D_Gender

ManipulationCongruency * D_Gender Time_perceived 114595,129 1 1,008 ,317 Time_actual 473215,085 1 1,383 ,242 Purchaseintention ,103 1 ,048 ,827

(47)

(48)

Appendix L MANOVA simple planned contrast

Custom Hypothesis Tests Index

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 2) for Music Congruency Transformation Coefficients (M

Matrix) Identity Matrix 1

Contrast Results (K Matrix) Zero Matrix

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 2) for Music Tempo Transformation Coefficients (M

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 2) for Gender Transformation Coefficients (M

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 3) for Brand Preference Transformation Coefficients (M

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 3) for Remembering stimulus

Transformation Coefficients (M

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 3) for Influence Product Choice

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 3) for Song Preference Transformation Coefficients (M

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 3) for Genre Preference 8

(49)

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 3) for OSL Transformation Coefficients (M

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 3) for Involvement Transformation Coefficients (M

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 3) for Music Liking Transformation Coefficients (M

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 3) for Shopping enjoyment Transformation Coefficients (M

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 2) for Familiarity Transformation Coefficients (M

Custom Hypothesis Tests #4

Contrast Results (K Matrix)

Dependent Variable

(50)

Std. Error _88,14 _167,554 _0,401 _0,266 _0,21 _0,245 _0,225 Sig. _0,898 _0,674 _0,115 _0,424 _0,509 _0,233 _0,049 Lower Bound -163,998 -403,955 -0,16 -0,743 -0,557 -0,781 0,002 95% Confidence Interval for Difference Upper Bound 186,615 262,561 1,437 0,315 0,279 0,193 0,898 a. Reference category = 3

Value F Hypothesis df Error df Sig.

Pillai's trace ,303 1,988 14,000 156,000 ,022

Wilks' lambda ,715 2,009a 14,000 154,000 ,020

Hotelling's trace ,374 2,029 14,000 152,000 ,019

Roy's largest root ,287 3,199b 7,000 78,000 ,005 a. Exact statistic

Custom Hypothesis Tests #7

Univariate Test Results

Source Dependent Variable Sum of Squares df Mean Square F Sig.

Time_perceived 577462,469 2 288731,235 2,981 ,056

Time_actual 1343087,656 2 671543,828 1,919 ,153

Purchaseintention 16,447 2 8,223 4,096 ,020

REGR factor score GAE 6,423 2 3,212 3,641 ,031

REGR factor score GAPM ,700 2 ,350 ,636 ,532

REGR factor score GAPP 5,674 2 2,837 3,795 ,026

Contrast

REGR factor score Revisit 12,400 2 6,200 9,807 ,000 Time_perceived 8039269,561 83 96858,669

Time_actual 2,905E7 83 350027,825

Purchaseintention 166,623 83 2,008

REGR factor score GAE 73,215 83 ,882

REGR factor score GAPM 45,709 83 ,551

REGR factor score GAPP 62,045 83 ,748

Error

(51)

Dependent Variable

Song Like Simple Contrasta Time_perceived Time_actual Purchaseintention GAE GAPM GAPP Revisit Contrast Estimate _-354,886 _-139,998 _-0,615 _0,094 _-0,78 _-0,394 _0,164 Hypothesized Value ₀ ₀ ₀ ₀ ₀ ₀ ₀ Difference (Estimate - Hypothesized) -354,886 -139,998 -0,615 0,094 -0,78 -0,394 0,164 Std. Error _149,671 _284,525 _0,681 _0,452 _0,357 _0,416 _0,382 Sig. _0,02 _0,624 _0,369 _0,836 _0,032 _0,346 _0,669 Lower Bound -652,576 -705,906 -1,971 -0,805 -1,49 -1,221 -0,596 Level 1 vs.3 95% Confidence Interval for Difference Upper Bound _-57,196 _425,91 _0,74 _0,992 _-0,07 _0,433 _0,925 Contrast Estimate _21,027 _-295,078 _-1,535 _-0,095 _-0,579 _-0,492 _-0,54 Hypothesized Value ₀ ₀ ₀ ₀ ₀ ₀ ₀ Difference (Estimate - Hypothesized) 21,027 -295,078 -1,535 -0,095 -0,579 -0,492 -0,54 Std. Error _145,681 _276,94 _0,663 _0,44 _0,347 _0,405 _0,372 Sig. _0,886 _0,29 _0,023 _0,829 _0,1 _0,228 _0,15 Lower Bound -268,727 -845,901 -2,854 -0,969 -1,269 -1,297 -1,281 Level 2 vs. 3 95% Confidence Interval for Difference Upper Bound _310,781 _255,744 _-0,216 _0,779 _0,112 _0,313 _0,2

Multivariate Test Results

Pillai's trace ,310 2,041 14,000 156,000 ,018

Wilks' lambda ,714 2,020a 14,000 154,000 ,020

(52)

Time_perceived 741095,207 2 370547,604 3,826 ,026

Time_actual 397410,842 2 198705,421 ,568 ,569

REGR factor score GAE ,149 2 ,075 ,085 ,919

REGR factor score GAPM 2,918 2 1,459 2,649 ,077

REGR factor score GAPP 1,240 2 ,620 ,829 ,440

Contrast

Time_actual 2,905E7 83 350027,825

Error

REGR factor score Revisit 52,469 83 ,632

Custom Hypothesis Tests #12

Dependent Variable Shopping Enjoyment Simple

(53)

Multivariate Test Results

Pillai's trace ,304 2,000 14,000 156,000 ,021

Wilks' lambda ,714 2,017a 14,000 154,000 ,020

Time_perceived 776674,956 2 388337,478 4,009 ,022

Time_actual 1524141,271 2 762070,636 2,177 ,120

REGR factor score GAE 5,221 2 2,611 2,960 ,057

REGR factor score GAPM 3,866 2 1,933 3,510 ,034

REGR factor score GAPP 1,629 2 ,814 1,089 ,341

Contrast

Time_actual 2,905E7 83 350027,825

Error

(54)

Appendix N MANOVA Simple planned contrast

Custom Hypothesis Tests Index

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 3) for Shopping Enjoyment

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 3) for Remembering stimulus

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 3) for Influence Product Choice

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 3) for Song Preference

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 3) for Genre Preference

Transformation Coefficients (M Matrix)

Identity Matrix 5

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 3) for OSL Transformation Coefficients (M

Matrix) Identity Matrix

6

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 3) for Involvement Transformation Coefficients (M

7

(55)

Matrix) Identity Matrix Contrast Results (K Matrix) Zero Matrix

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 3) for Shopping Enjoyment

9

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 2) for Familiarity Transformation Coefficients (M

10

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 2) for Music Congruency

11

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 2) for Music Tempo Transformation Coefficients (M

12

Contrast Coefficients (L' Matrix) Simple Contrast (reference category = 2) for Gender Transformation Coefficients (M

13

Custom Hypothesis Tests #2

Dependent Variable Remembering stimulus Simple Contrasta _{Consumer Feelings}

Contrast Estimate ,033

Hypothesized Value 0

(56)

Sig. ,879

Lower Bound -,400

95% Confidence Interval for

Difference _{Upper Bound} _,466

Difference (Estimate - Hypothesized) ,913

Std. Error ,353

Sig. ,011

Lower Bound ,212

Level 2 vs. Level 3

Difference _{Upper Bound} _1,615

a. Reference category = 3

Test Results

Dependent Variable:CFtotrecodedgemid

Source Sum of Squares df Mean Square F Sig.

Contrast 3,175 2 1,588 3,456 ,036

Error 38,129 83 ,459

Custom Hypothesis Tests #8

Dependent Variable

Music Liking Simple Contrasta _{Consumer Feelings}

Contrast Estimate -,602

Difference (Estimate - Hypothesized) -,602

Std. Error ,318

Sig. ,062

Lower Bound -1,235

Level 1 vs. Level 3

(57)

Sig. ,461

Lower Bound -,307

Test Results

Contrast 3,269 2 1,634 3,558 ,033

Error 38,129 83 ,459

Custom Hypothesis Tests #11

Dependent Variable

Music Congruency Simple Contrasta _{Consumer Feelings}

Contrast Estimate -,314

Difference (Estimate - Hypothesized) -,314

Std. Error ,150

Sig. ,040

Lower Bound -,614

Level 1 vs. Level 2

Difference _{Upper Bound} _-,015

Contrast 2,003 1 2,003 4,361 ,040

Music and the Dark Side of Marketing -Music in the Media Markt-