inShare Contributions From a Musical Perspective on Advertising and Consumer Behavior

Published date: April 7, 2017

Judy I. Alpert, St. Edward's University
Mark I. Alpert, University of Texas at Austin

ABSTRACT - The role of music in advertising has recently attracted considerable interest in marketing and consumer psychology. This paper will discuss the role of formal analysis of musical structure in advertising, noting that music's effects must also consider key elements of the culture, the ad and what preceded it, consumer perceptions, moods, and involvement, and the fit between the music and the theme of the ad. A tentative musical hierarchy presence model is suggested, which describes the salience of music in different advertisements, and a framework which integrates the key moderators of musical influence in advertising is advocated.

Thanks !

For More Details:

-Explainer Video Cost Examples

Share by email Share on Facebook Share on Twitter Share on Google+ Share on LinkedIn Pin on Pinterest


Useful information

  • Avoid scams by acting locally or paying with PayPal
  • Never pay with Western Union, Moneygram or other anonymous payment services
  • Don't buy or sell outside of your country. Don't accept cashier cheques from outside your country
  • This site is never involved in any transaction, and does not handle payments, shipping, guarantee transactions, provide escrow services, or offer "buyer protection" or "seller certification"