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The Effect of Music in Television Commercials on Consumer Attitudes

 

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  • Product Description
 

In this literature review, past research on the effects of music on consumer attitudes will be analyzed. More specifically, the effects of music in television commercials will be examined. Music influences consumer attitudes through many ways, but mostly the effect is subconscious. The main finding of this work is that the influence of music in TV commercials is greatest when there is low cognitive involvement and high affective involvement, since music played in commercials is usually in the background and not the main focus of the advertisement. Furthermore, other factors such as mood, musical congruity, attention, memory and musical structure elements also play a key role on the effect of music in the formation of consumer attitudes.

Product Specifications
SKU :COC15255
AuthorNina Hoeberichts
LanguageEnglish
BindingPaperback
Number of Pages68
Publishing Year12/21/2012
ISBN978-3659309960
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-24 00:00:00
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