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Dental Services – To Fear Or Not To Fear? The Effect Of Music On Pain Perceptions

Author

Listed:
  • Ancuta REMETE

    (Technical University of Cluj-Napoca, Cluj-Napoca, Romania)

  • Laura BACALI

    (Technical University of Cluj-Napoca, Cluj-Napoca, Romania)

  • Marcel Ciprian POP

    (Babes-Bolyai University of Cluj-Napoca, Cluj-Napoca, Romania)

  • Brindusa Mariana BEJAN

    (Babes-Bolyai University of Cluj-Napoca, Cluj-Napoca, Romania)

  • Monica BOGDAN

    (Technical University of Cluj-Napoca, Cluj-Napoca, Romania)

  • Andrei PICOS

    (Iuliu Hatieganu University of Medicine and Pharmacy, Cluj-Napoca, Romania)

Abstract

In the tertiary sector of economy, consumers have been noticed to pay great attention to dental care services as they make use of such services quite frequently and are emotionally involved in the supply process to a great extent. Among adults, the dentist-patient relationship is often governed by stress, anxiety and fear. In this study, the authors propose exposing the patient to music as a component of ambience for a set amount of time, believing that this external factor may help to alleviate stress and rethink patients' opinions of dentists. To this end, the authors used the EPOCx electroencephalogram (EEG) and conducted the pilot experimental study, where the individuals in the sample were divided into four groups: a control group, on which no intervention was exerted (G1) and three experimental groups. Subjects in G2 were exposed to music without prior notice, study participants in G3 knew the experimental protocol, and those in G4 selected their own music. Using electroencephalogram signals, the authors monitored the reactions of patients in the experimental groups, which were then compared with the signals obtained for individuals in the G1 group. The results showed significant variations for subjects exposed to music, which were most evident in the right parietal cortex, which is responsible, among other things, for the emergence of positive emotions.

Suggested Citation

  • Ancuta REMETE & Laura BACALI & Marcel Ciprian POP & Brindusa Mariana BEJAN & Monica BOGDAN & Andrei PICOS, 2023. "Dental Services – To Fear Or Not To Fear? The Effect Of Music On Pain Perceptions," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 94-109, May.
    • Handle: RePEc:aio:manmar:v:xxi:y:2023:i:1:p:94-109
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    References listed on IDEAS

    as
    1. Courtney Suess & Makarand Mody, 2018. "The influence of hospitable design and service on patient responses," The Service Industries Journal, Taylor & Francis Journals, vol. 38(1-2), pages 127-147, January.
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    More about this item

    Keywords

    EPOCx electroencephalogram (EEG); parietal cortex; ambiance; dental services; music;
    All these keywords.

    JEL classification:

    • I12 - Health, Education, and Welfare - - Health - - - Health Behavior
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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