Title

The Effects of Music In Advertising On Choice Behavior: A Classical Conditioning Approach.

Authors

Gorn, Gerald J.

Abstract

Do features like humor, sex, color, and music in a commercial merely increase our attention to product information in a message, or can they directly influence our attitudes? The results of an experiment using a classical conditioning approach suggest that hearing liked or disliked music while being exposed to a product can directly affect product preferences. A second experiment differentiated communication situations where a classical conditioning approach or an information processing approach might be appropriate in explaining product preference.

Subjects

ADVERTISING; MUSIC in advertising; WIT & humor in advertising; COLOR in advertising; SEX in advertising; CLASSICAL conditioning; CONSUMER attitudes; CONSUMER behavior; CONSUMER preferences; MARKETING research

Publication

Journal of Marketing, 1982, Vol 46, Issue 1, p94

ISSN

0022-2429

Publication type

Academic Journal

DOI

10.1177/002224298204600109