The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach
Open Access
- 1 January 1982
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 46 (1) , 94-101
- https://doi.org/10.1177/002224298204600109
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.Keywords
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