کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
10493667 940439 2005 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Purchase occasion influence on the role of music in advertising
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Purchase occasion influence on the role of music in advertising
چکیده انگلیسی
The role of background music in audience responses to commercials (and other marketing elements) has received increasing attention in recent years. This article extends the discussion of music's influence in two ways: (1) by using music theory to analyze and investigate the effects of music's structural profiles on consumers' moods and emotions and (2) by examining the relationship between music's evoked moods that are congruent versus incongruent with the purchase occasion and the resulting effect on purchase intentions. The study reported provides empirical support for the notion that when music is used to evoke emotions congruent with the symbolic meaning of product purchase, the likelihood of purchasing is enhanced.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 58, Issue 3, March 2005, Pages 369-376
نویسندگان
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