Role of executive attention in consumer learning with background music
研究了背景音乐类型（人声vs器乐）如何因个体执行注意力（工作记忆容量）差异影响消费者的认知表现，发现人声音乐对低工作记忆容量者不利，但短期习惯化可缓解负面效应。
Abstract This paper examines how the type of background music (vocal vs. instrumental) affects consumers' cognitive performance depending on individual differences in executive attention (i.e., working memory capacity). Across three experiments, we find that vocal music leads to poorer cognitive and attitudinal outcomes for consumers lower in working memory capacity but does not affect those higher in working memory capacity. However, short‐term habituation to background music helps mitigate this negative effect of vocal music on consumer ad recall. Finally, consumer performances on computing discount prices are also affected by music type depending upon whether prices are communicated in verbal or numeric form. Overall, this research lays out an executive‐attention based process mechanism explaining when and how background music shapes consumer learning and memory. The outlined theory enriches the literature on music effects as well as immediate‐term learning by explicating the role of selective attention in the processing of multi‐modal marketing stimuli.