Are we living in a ‘Yellow Submarine’?

The Attitude and mood creation with The Beatles’ Music




‘Yellow Submarine’, music attitudes, mood model, Thayer mood model, cognitive and affective component


The presented article deals with the aspect of attitudes towards the selected songs as well as the moods it brings with the help of Thayer mood model. The aim of the presented article is (1) to investigate the attitudes towards the selected Beatles album, (2) to investigate the effect of songs on mood using the Mood model, and (3) to investigate the effect of selected demographic factors (age and gender) on the attitude towards the songs and the mood created by the songs from the album ‘Yellow Submarine’ in Slovak conditions. The results indicate that there is a significant link between the cognitive and affective components of attitudes within the selected album. It has also been shown that, in terms of moods, the album brings considerable variety. The results can be used both in the fields of musicology and psychology and as an introduction to the study of audio marketing.


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Author Biography

Marián Čvirik, University of Economics in Bratislava, Faculty of Commerce, Department of Marketing

Dipl. Ing. Marián Čvirik, PhD., is an assistant professor at the University of Economics in Bratislava and a member of the Department of Marketing. He is a specialist in marketing analysis, market research, sensory marketing, strategic marketing, business models, and consumer behavior. He works as a review expert for several scientific journals with indexing. He is currently also a member of the Family Business Centre in the position of expert in market research and data analytics.


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How to Cite

Čvirik, Marián. 2023. “Are We Living in a ‘Yellow Submarine’? The Attitude and Mood Creation With The Beatles’ Music”. Per Musi 24 (October):1-13.