Pace in Music and Sports: the Importance of Fit

Simple item page
dc.contributor.advisorNelson, Noelle
dc.contributor.advisorClithero, John
dc.contributor.advisorGallagher, Daphne
dc.contributor.authorHoriuchi, Ryan
dc.date.accessioned2022-07-12T20:24:30Z
dc.date.available2022-07-12T20:24:30Z
dc.date.issued2022
dc.description.abstractThe 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_US
dc.identifier.orcid0000-0002-6169-6406
dc.identifier.urihttps://hdl.handle.net/1794/27333
dc.language.isoen_US
dc.publisherUniversity of Oregon
dc.rightsCC BY-NC-ND 4.0
dc.subjectmusicen_US
dc.subjectsportsen_US
dc.subjectconsumer behavioren_US
dc.subjectmarketingen_US
dc.subjectfiten_US
dc.titlePace in Music and Sports: the Importance of Fit
dc.typeThesis/Dissertation

Files

License bundle
Now showing 1 - 1 of 1
Name:
license.txt
Size:
2.12 KB
Format:
Plain Text
Description:
Download

Collections

Clark Honors College Theses