The characteristics of music video experiences and their relationship to future listening outcomes

Abstract

Music videos are a popular method of consuming music; however, the characteristics of these experiences and their effects on music perception are poorly understood. An online survey (N = 155) was designed using theoretical insight from Dasovich-Wilson et al.’s (2022) Intention Attention Reaction and Retention (IARR) framework. The survey consisted of two parts: the first explored the key characteristics of music video experiences, and the second explored their effects on subsequent listening outcomes. Separate principal component analyses (PCAs) were performed on each part to differentiate between the experience itself (Experience components) and the effects on subsequent listens (Retention outcomes). Relationships between Experience components and Retention outcomes were explored using correlation and regression analyses. The results suggest that music video experiences characterized by performance gestures and narratives have the strongest influence on music perception. These findings shed light on how extramusical information from music videos influences mechanisms related to visual imagery and personal associations.