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A Quiet Disquiet: Anxiety and Risk Avoidance due to Nonconscious Auditory Priming

Author

Listed:
  • Michael L Lowe
  • Katherine E Loveland
  • Aradhna Krishna
  • Eileen FischerEditor
  • Amna KirmaniEditor
  • Andrea C MoralesAssociate Editor

Abstract

Hearing is our highly sensitive warning system. As a sense, hearing has uniquely evolved to perform this alerting function and is perceptive to subtle ambient cues that are associated with threat. We propose that one aspect of sound that may cue such associations is pitch, such that low-pitch (vs. moderate pitch) background sound nonconsciously primes a threat response resulting in heightened anxiety among consumers. Furthermore, this emotional response manifests itself in the form of increased risk avoidance. Seven studies in varied domains demonstrate that low- (vs. moderate-) pitch background sound results in higher anxiety, which leads to risk-avoidant consumer choices—for instance, being willing to pay more for car insurance or choosing a food option with lower taste uncertainty.

Suggested Citation

  • Michael L Lowe & Katherine E Loveland & Aradhna Krishna & Eileen FischerEditor & Amna KirmaniEditor & Andrea C MoralesAssociate Editor, 2019. "A Quiet Disquiet: Anxiety and Risk Avoidance due to Nonconscious Auditory Priming," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(1), pages 159-179.
    • Handle: RePEc:oup:jconrs:v:46:y:2019:i:1:p:159-179.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucy068
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    Cited by:

    1. Kock, Florian & Ringberg, Torsten, 2019. "Embodied cognition effects on tourist behavior," Annals of Tourism Research, Elsevier, vol. 78(C), pages 1-1.
    2. Simoni F. Rohden & Lélis Balestrin Espartel, 2024. "Consumer reactions to technology in retail: choice uncertainty and reduced perceived control in decisions assisted by recommendation agents," Electronic Commerce Research, Springer, vol. 24(2), pages 901-923, June.
    3. Wang, Yawei & Kang, Qi & Zhou, Shoujiang & Dong, Yuanyuan & Liu, Junqi, 2022. "The impact of service robots in retail: Exploring the effect of novelty priming on consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    4. Esteky, Sina, 2021. "Chirping birds and barking dogs: The interactive effect of ambient sensory cue source and valence on consumers’ choice of natural products," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    5. Manshad, Muhanad Shakir & Brannon, Daniel, 2021. "Haptic-payment: Exploring vibration feedback as a means of reducing overspending in mobile payment," Journal of Business Research, Elsevier, vol. 122(C), pages 88-96.

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