the effects of music on advertising and choice befhavior
Title: the effects of music on advertising and choice befhavior
Category: Literature / English | Words: 298 | Pages: 1.3 (approximately 235 words/page)
the effects of music on advertising and choice befhavior
Jose Gonzalez
Mktg. section 8
April 2000
THE EFFECTS OF MUSIC IN ADVERTISING ON CHOICE BEHAVIOR:
Introduction
Commercials typically contain both product spedific information and background features such as pleasant music, attractive colors, and humor.
Of the two experiments that Gerald J. Gorn conducted we will analyze the one experiment, which determined whether background features of a commercial, in this specific case music, affected product preferences in consumers.
It is said that the impact of product information …
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showed last 75 words of 298 total…responses to the ad. So, possible classical conditioning effects might therefore, be underestimated and underrreported in self-reports. Cognitive bias can result from an atempt to think well of oneself, states Gorn. So it means that a rational analysis in communication behavior might be bias in favor of information.
For classical conditioning, product information in the commercial must be kept minimal, otherwiese the unconditioned stimulus in the commercial might vaguely be arousing interest in product information.
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