Author: Feng, S.; Suri, R.; Bell, M.
Description: Marketers often do not present prices in ways that permit easy comparisons or calculations. For many consumers, situations that involve numbers and computations lead to math anxiety. Results of three studies show that math-anxious consumers tend to avoid alternatives that require price computations. Interestingly, such consumers find relief from math anxiety when slow tempo classical music plays in the background. However, in the absence of background music or when the tempo of such music is fast, those with high math anxiety exhibited a heightened avoidance of choices requiring price computations.
Subject headings: Price computations; Anxiety; Mathematics; Classical music; Consumers; Retail
Publication year: 2014
Journal or book title: Psychology & Marketing
Volume: 31
Issue: 7
Pages: 489-499
Find the full text : https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.20710
Find more like this one (cited by): https://scholar.google.com/scholar?cites=15240465660688086220&as_sdt=1000005&sciodt=0,16&hl=en
Type: Journal Article
Serial number: 1070