Commentary on "The Effects of Musical Fit On Choice Between Competing Pairs of Cultural Products" by Joanne P.S. Yeoh & Adrian C. North

Yeoh and North (2009) believe their findings are a clear indication that musical fit can influence product choice among a non-Western sample; pieces of Indian and Malay music primed the selection of one corresponding type of product over another, while when there was no music played the choices indicated no reliable preference for either Indian or Malay items. However, a closer look at their methods of sampling, stimuli, procedures, and results, makes it clear that these conclusions are unfounded.