The Effect of Music in Television Commercials on Consumer Attitudes - Hoeberichts, Nina
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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,…mehr

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Produktbeschreibung
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.
Autorenporträt
Nina Hoeberichts is a full-time master student currently studying Marketing Management at Erasmus University.Besides her studies, she also enjoys singing and writing music, hence her passion for music. She currently resides in Rotterdam, the Netherlands.