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http://dx.doi.org/10.7776/ASK.2022.41.1.064

Effects of time compression on auditory working memory and decision making process in normal hearing subjects  

Lim, Dukhwan (Division of Speech Pathology & Audiology, Hallym University)
Publication Information
The Journal of the Acoustical Society of Korea / v.41, no.1, 2022 , pp. 64-69 More about this Journal
Abstract
Background music is presented simultaneously with target messages. The main content should be kept intact for some time to aid decision making process. The maintenance of this information requires auditory working memory. The temporal compression of background music may often adopted due to the limitation of the presentation time. In this study, auditory working memory and decision making proces were analyzed in terms of temporal compression ratios of the background music. A total of 37 subjects of early twenties joined the study. Selected products were categorized based on eigen values of multi-dimensional scaling. Four presentation conditions were cases with no background music, background music with no compression, background music with low compression, and background music high compression. Matched reponses were analyzed through repeated ANOVA. Results showed that the high involvement product required more working memory resources. However, the increased level of usage did not always lead to the corresponding changes in decision making process. This approach may be useful in analyzing the role of time compression and working memory in consumer behaviors.
Keywords
Time compression; Auditory working memory; Decision making; Background music;
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