An Exploratory Study of the Responses and Relationships Involved in the Evaluation of, and in the Intention to Purchase New Rock Music

Abstract

Recorded music is a multibillion dollar industry, yet little consumer research has addressed the decision-making process behind its purchase. This study examined the responses new rock music creates in the listener and how those responses influenced the intention to later buy the music. Experimental findings revealed that the sensorial, emotional, imaginai, and analytical responses to music all had direct effects on the affective and experimential responses, which in turn influenced purchase intention. The strongest indicator of purchase intention was the need to reexperience the music. Liking the music (e.g., affective response) was not as strong an indicator of purchase intention as was the experimental response, which measures the music's ability to create an absorbing experience.