Nelson, NoelleClithero, JohnGallagher, DaphneHoriuchi, Ryan2022-07-122022-07-122022https://hdl.handle.net/1794/27333The purpose of this study is to examine the relationship between music and sports, with an emphasis on aspects of fit, and a focus on the connection between action pace (in sports) and audio pace (in music) in the field of marketing. The study incorporates a literature review, one survey (N = 209) and two experiments (N = 125; N = 113) to explore this connection. Marketing literature has begun to emphasize the role of music in sports, and the importance of fit on impacting consumer behavior. This study begins with various genres of music (rock & roll, hip-hop, country, classical, EDM and heavy metal) and types of sports (basketball and football), and hones in on the relationship between hip-hop music and basketball. We find that there is a significant relationship between, the perceived fit between the pace of the music and the sport of basketball, and consumers’ perceptions, enjoyment or evaluation of videos, ads or brands. Given the increasing use of music in sports contexts, more research is needed to better inform marketing practitioners’ music selection and maximize its fit with various different sports.en-USCC BY-NC-ND 4.0musicsportsconsumer behaviormarketingfitThesis/Dissertation0000-0002-6169-6406