Eat to the Beat: Musical Incongruity Resolution in Restaurant Advertising

Figures & data

Figure 1. Conceptual framework – the effects of musical in/congruity quadrants.

Figure 2. Musical manipulations for the restaurant advertisements.

Table

Dull	1	2	3	4	5	Exciting
Pleasant	1	2	3	4	5	Unpleasant
Tense	1	2	3	4	5	Relaxing
Uncool	1	2	3	4	5	Cool
Appealing	1	2	3	4	5	Unappealing

Table

Enjoyable	1	2	3	4	5	Not enjoyable
Not entertaining	1	2	3	4	5	Entertaining