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Musical intelligence: explication, measurement, and implications for consumer behavior

Vijaykumar Krishnan (Department of Marketing, Northern Illinois University, DeKalb, Illinois, USA)
Karen A. Machleit (Department of Marketing, University of Cincinnati, Cincinnati, Ohio, USA)
James J. Kellaris (Department of Marketing, University of Cincinnati, Cincinnati, Ohio, USA)
Ursula Y. Sullivan (Department of Marketing, College of Business, Northern Illinois University, DeKalb, Illinois, USA)
Timothy W. Aurand (Department of Marketing, Northern Illinois University, DeKalb, Illinois, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 3 June 2014

2573

Abstract

Purpose

The purpose of the paper is to develop and test a psychometrically valid scale for musical intelligence as an individuating variable. This scale can elicit individual differences on reactions to sonic branding stimuli such as audio logos, radio jingles and commercial music.

Design/methodology/approach

A two-step confirmatory factor analysis followed by structural equation modeling was used to develop and test the scale. Data were collected across three studies consisting of 470 participants. The scale was developed and nomologically validated.

Findings

Findings suggest that musical intelligence discriminates reactions to music as evidenced by the three component conceptualization of musical intelligence.

Originality/value

This study offers an original, three-component conceptualization of musical intelligence, proposes a measurement scale and then presents evidence of construct validity. Finally, the paper discusses potential applications of the scale in personality research.

Keywords

Citation

Krishnan, V., A. Machleit, K., J. Kellaris, J., Y. Sullivan, U. and W. Aurand, T. (2014), "Musical intelligence: explication, measurement, and implications for consumer behavior", Journal of Consumer Marketing, Vol. 31 No. 4, pp. 278-289. https://doi.org/10.1108/JCM-01-2014-0843

Publisher

:

Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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