广告
电视广告
商业广播
广播(网络)
业务
心理学
作者
Carl S. Bozman,Darrel Mueling,Kathy L. Pettit-O'Malley
出处
期刊:Journal of Applied Business Research
[Clute Institute]
日期:2011-09-27
卷期号:10 (1): 14-18
被引量:15
标识
DOI:10.19030/jabr.v10i1.5958
摘要
Advertisers frequently incorporate music backgrounds in television commercials as a means of improving ad effectiveness. This paper examines the relationship of alternative music backgrounds on brand attitude formation. Brand attitudes were more favorable when emotive cues deviated from neutral presentations in circumstances of high involvement and when emotive cues were positive in situations of low involvement. Implications for advertising practice as well as suggestions for future research are discussed.
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