Abstract
In general, music has an effect on emotion. Information compiled by Bruner states generalities of emotional expressions that are associated with different components of music. For example, a faster tempo creates feelings of happiness or animation, whereas a slower tempo evokes tranquil and sentimental feelings. Songs in higher keys and/or major mode are generally considered happier than songs in lower and/or minor keys. Consonant harmonies are described as playful and happy, with dissonant harmonies see more ominous and sad. This is a generally accepted use of music, which has been implemented in working and retail environments, and in advertisements. However, does emotion actually affect behaviour and is there any evidence? One experiment showed a short video of a TV drama and played different musical moods along with it. Results indicated that the different moods produced different interpretations of same video stimulus (Vinovich, 1975). Bruner concludes that human beings non‐randomly assign emotional meaning to music, experience non‐random affective reactions to music, and thus, when used in a marketing‐related context, music is capable of evoking non‐random affective and behavioural responses in consumers.
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