Music is everywhere around us, from a mundane visit to the grocery store to an exciting day at theme parks. Similarly, digital advertisements often include music no matter the product advertised. A group of musicians and I were curious to understand if this music actually had an impact in affecting consumer purchasing behavior and message retention rates. As part of our Senior Capstone Project, we conducted a multi-method research study with submission to an academic research conference.

In addition to a research paper, this project included a research poster symposium where we presented our findings to the Marist College community.