Article ID Journal Published Year Pages File Type
10493667 Journal of Business Research 2005 8 Pages PDF
Abstract
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.
Related Topics
Social Sciences and Humanities Business, Management and Accounting Business and International Management
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