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- 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