Purchase occasion influence on the role of music in advertising
Article Abstract:
MusicEs role in determining the emotional message of an advertisement and the impact of congruence between this message and the intended emotions meaning that may be conveyed through the purchase of the advertised product are investigated. The investigation 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.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 2005
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The three rules of crossing over from gay media to mainstream media advertising: Lesbians, lesbians, lesbians
Article Abstract:
Researches conducted give an understanding to marketers of the way in which heterosexual consumersE attitudes toward gays and lesbians affect their attitude toward advertising with gay and lesbian content. The role of a gender in terms of both the heterosexual audience and the homosexual imagery in the advertisement plays in affecting heterosexualsE attitude towards gay and lesbian advertising content is explored.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 2004
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Advertising repetition and quality perception
Article Abstract:
The view of advertising, which proposed a distinction between two types of goods, search goods and experience goods, is compared with marketing views of advertising using advertisement repetition as a surrogate for advertisement spending. The results reveal limited support for this theory but substantial support for advertisement repetition as a surrogate for advertisement spending.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 2005
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