When individuals hear recognizable music, they are likely to perceive another person in the environment as more familiar-through a process of assimilation. This familiarity might promote trust and thus inhibit a systematic scrutiny of this person. To assess the effect of recognizable music on the perception and evaluation of other individuals, 87 participants received two hypothetical resumes that were submitted by job applicants. They evaluated the personality of these applicants and designated the candidate they believed was preferable. During this procedure, background music was presented, and this music was familiar to only a subset of participants. Participants who regarded the music as familiar were more likely to perceive the candidates as extraverted. These participants were also more likely to prefer the candidate who demonstrated superior expertise but submitted a less attractive resume, which suggests that familiar music promoted a systematic rather than superficial analysis. (ProQuest-CSA LLC: ... denotes obscured text omitted.) Music can dramatically influence the decisions, judgments, and behavior of individuals (e.g., Campbell. 1996; Hallam, Price, & Katsarou, 2002; Husain, Thompson, & Schellenberg, 2002; Pates, Karageorghis, Fryer, & Maynard, 2003; Sollberger, Reber, & Eckstein, 2003). For example, soothing music can promote compliance to the requests of salespersons (Chebat, Vaillant, & GelinasChebat, 2000). Indeed, in addition to mood, many features of music can impinge upon the cognition and behavior of individuals, including tempo, timbre, and style (see Bruner, 1990). Thus music is ubiquitous in electronic advertisements as well as other customer interfaces, such as retail stores and even websites. The music in these contexts is often an extract of a previous recording. Occasionally, however, this music is composed specifically for a campaign or organization. In other words, the extent to which the music is familiar can vary considerably. The effect of music familiarity on the information processing of individuals has, however, received scant attention (although see Rainey & Larsen, 2002). This study underscores some of the benefits and drawbacks that accrue when familiar, recognizable music is presented. Effect of Recognizable Music on the Perceived Familiarity of Other Individuals Although the relative merits of recognizable rather than novel music have not been explored comprehensively, a plethora of studies has revealed that familiarity of persons, objects, and contexts can affect the information processing of humans. Indeed, an object or person is typically perceived more favorably after a few exposures, even when this exposure is subliminal (e.g. Complon, Williamson, Murphy, & Heller, 2002; Harmon-Jones, 2001 ; Yamada, 2004; Zajonc, 1968). As a typical illustration, customers were more likely to comply with the requests of a salesperson they had encountered incidentally before, even if they were not aware of this encounter (Burger, Soroka, Gonzago, Murphy, & Somervell, 2001 ). Conceivably, objects or persons might seem familiar even if they have not been encountered before. For example, the context or environment potentially could bias the perceived familiarity of objects or persons. According to recent research, the perceived familiarity of one object, such as an extract of music, can determine the perceived familiarity of another object. In one study, for example, new music CDs that were promoted on a website were especially likely to be perceived as unfamiliar when this site also reviewed popular bands as well (Cooke, Sujan, Sujan, & Weitz, 2002). A corollary of this finding is that recognizable music could influence the perceived familiarity of persons in the environment. When individuals are exposed to music they have heard frequently before, persons in the environment might also seem more familiar, a bias called assimilation (e. …
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