Positive mood as a mediator of the relations among musical preference, postconsumption product evaluation, and consumer satisfaction

Teng CI, Tseng HM, Wu HH.

Chang Gung University, Kweishan Shiang, Taoyuan, Taiwan. chingit@mail.cgu.edu.tw

This study of how positive mood mediates the influences of musical preference and postconsumption product evaluation on consumer satisfaction focuses specifically on a model in which positive mood fully mediates the influences. The proposed model is compared with two competing models, and a structural equation model is used to test and compare the three theory-driven models. This study sampled 247 students majoring in management at a single university. They had mean age of 23 yr. (SD=2.5). This study used questionnaires to measure subjects’ evaluations of a cup of coffee, preference for the music broadcast in the coffee shop, positive mood, and satisfaction after they had the coffee. Analysis indicated that the proposed model outperformed the two competing models in describing the data using chi-square difference tests. Positive mood was identified as a full mediator of the relationship between musical preference and consumer satisfaction. Moreover, the results demonstrate for service managers the importance of creating positive consumer mood.

Essentially, they separated two groups of students based on musical preference; “hip-hop lovers” and “rock lovers” for argument’s sake. They had different students go in to a coffee shop at different times, with different music playing. When the hip-hop lovers purchased and consumed coffee while listening to their favourite music- the coffee tasted better, had more kick to it, was the proper temperature, etc. The opposite happened while this group was listening to rock music. More importantly, the other group had the exact same effects. Music can affect how we evaluate a product or experience based on how it makes us feel during the experience.