Mozart or metallica, who makes you more attractive? A mediated moderation test of music, gender, personality, and attractiveness in cyberspace

Qinghua Yang, Cong Li

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

Computer-mediated communication environments such as personal websites enable users to use multimedia to construct their self-identities. How these multimedia elements in the cyberspace such as audios influence interpersonal impressions is somewhat unclear in the literature. Based on Brunswik's lens model, this research aims to examine the impact of audio information on impression formation by testing: (a) how the background music of a personal website affects perceived attractiveness of the website owner and how gender moderates this effect, and (b) whether such an effect is mediated by perceived personality. A 2 × 2 full factorial experiment was conducted where participants (N = 122) were randomly assigned to view a cross-gender personal website with either classical or heavy metal background music. The experimental findings suggested a significant mediated moderation effect: gender moderated the relationship between music type and perceived attractiveness of the website owner such that male participants perceived the female website owner with classical background music as more attractive while female participants considered the male website owner with heavy metal background music to be more attractive, and this moderation was mediated by the website owner's perceived agreeableness.

Original languageEnglish (US)
Pages (from-to)2796-2804
Number of pages9
JournalComputers in Human Behavior
Volume29
Issue number6
DOIs
StatePublished - 2013

Fingerprint

Computer music
Music
Personality
Websites
Multimedia
Heavy Metals
Heavy metals
Lenses
Communication
Wolfgang Amadeus Mozart
Web Sites
Moderation
Attractiveness
Cyberspace
Research
Testing

Keywords

  • Gender bias
  • Lens model
  • Music stereotype
  • Online identity
  • Personal website
  • Personality

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Psychology(all)
  • Arts and Humanities (miscellaneous)

Cite this

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abstract = "Computer-mediated communication environments such as personal websites enable users to use multimedia to construct their self-identities. How these multimedia elements in the cyberspace such as audios influence interpersonal impressions is somewhat unclear in the literature. Based on Brunswik's lens model, this research aims to examine the impact of audio information on impression formation by testing: (a) how the background music of a personal website affects perceived attractiveness of the website owner and how gender moderates this effect, and (b) whether such an effect is mediated by perceived personality. A 2 × 2 full factorial experiment was conducted where participants (N = 122) were randomly assigned to view a cross-gender personal website with either classical or heavy metal background music. The experimental findings suggested a significant mediated moderation effect: gender moderated the relationship between music type and perceived attractiveness of the website owner such that male participants perceived the female website owner with classical background music as more attractive while female participants considered the male website owner with heavy metal background music to be more attractive, and this moderation was mediated by the website owner's perceived agreeableness.",
keywords = "Gender bias, Lens model, Music stereotype, Online identity, Personal website, Personality",
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AU - Li, Cong

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N2 - Computer-mediated communication environments such as personal websites enable users to use multimedia to construct their self-identities. How these multimedia elements in the cyberspace such as audios influence interpersonal impressions is somewhat unclear in the literature. Based on Brunswik's lens model, this research aims to examine the impact of audio information on impression formation by testing: (a) how the background music of a personal website affects perceived attractiveness of the website owner and how gender moderates this effect, and (b) whether such an effect is mediated by perceived personality. A 2 × 2 full factorial experiment was conducted where participants (N = 122) were randomly assigned to view a cross-gender personal website with either classical or heavy metal background music. The experimental findings suggested a significant mediated moderation effect: gender moderated the relationship between music type and perceived attractiveness of the website owner such that male participants perceived the female website owner with classical background music as more attractive while female participants considered the male website owner with heavy metal background music to be more attractive, and this moderation was mediated by the website owner's perceived agreeableness.

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