Effects of music tempo and task difficulty on multi-attribute decision-making: An eye-tracking approach

Authors:
Rong-Fuh Day;Chien-Huang Lin;Wen-Hung Huang;Sheng-Hsiung Chuang
Affiliations:
Department of Marketing and Logistics Management, Southern Taiwan University, 1 Nan-Tai Street, YungKang City, Tainan County, Taiwan;Department of Business Administration, National Central University, Taiwan;Department of Marketing and Logistics Management, Southern Taiwan University, 1 Nan-Tai Street, YungKang City, Tainan County, Taiwan;Department of Marketing and Logistics Management, Southern Taiwan University, 1 Nan-Tai Street, YungKang City, Tainan County, Taiwan
Venue:
Computers in Human Behavior
Year:
2009

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Abstract

This study examined the effects of music tempo and task difficulty on the performance of multi-attribute decision-making according two alternative perspectives: background music as the arousal inducer vs. the distractor. An eye-tracking based experiment was conducted. Our results supported the arousal inducer perspective that, with the same level of decision time, participants made decisions more accurately with the presentation of faster than slower tempo music. Further, faster tempo music was found to improve the accuracy of harder decision-making only, not that of easier decision-making. More interestingly, our exploratory analysis on eye fixations found the occurrence of adaptive behavior, namely, that the search pattern of participants became more intra-dimensional under the faster tempo music as compared with the slower tempo music.