The Relationship Between Musical Tonality and Human Emotion, and How to Apply it to Business (76247)

Session Information:

Thursday, 23 November 2023 16:15
Session: Undergraduate Poster Session (AURS)
Room: Room 701
Presentation Type: Poster Presentation

All presentation times are UTC + 9 (Asia/Tokyo)

The objective of this study is to understand how musical tonality affects human emotions so that music can be used for business. This study was based on the premise that major - key songs have a bright and joyful image, while minor - key songs have a dark and sad image. The emotions of listening to each song were surveyed by using the 5-step SD scale method. The target of this study is all people regardless of age or gender, and a total of 197 samples were collected (female 99, male 98). The results showed that the major - key songs increased joyfulness and comfort, while the minor - key songs increased sadness and anxiety. While this trend was common, there were gender differences in the results. Women tend to change their emotions more easily with music than men. The results mean that stores and events should basically play major - key songs. However, for events that give customers a sense of thrill or fear, minor - key songs that increase anxiety would be useful. In addition, approximately 57% of respondents indicated that the music played in advertisements, stores, or events is frequently or sometimes a factor in their interest in the advertisements, stores, or events. Only 13% of respondents chose “not at all”. This suggests that music affects mood, which in turn affects customer behavior and thus employee efficiency in business settings.

Momoka Chigira, Meiji Gakuin University, Japan

About the Presenter(s)
Ms Momoka Chigira is a University Undergraduate Student at Meiji Gakuin University in Japan

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Posted by Clive Staples Lewis

Last updated: 2023-02-23 23:45:00