The Resource The effective use of music and branding in shaping consumer behavior, by Michelle Reed
The effective use of music and branding in shaping consumer behavior, by Michelle Reed
Resource Information
The item The effective use of music and branding in shaping consumer behavior, by Michelle Reed represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in University of Missouri-St. Louis Libraries.This item is available to borrow from all library branches.
Resource Information
The item The effective use of music and branding in shaping consumer behavior, by Michelle Reed represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in University of Missouri-St. Louis Libraries.
This item is available to borrow from all library branches.
- Summary
- The research examined elements of narrative advertising and how they influenced post exposure behavior. In a 2 (Music) x 2 (Branding) x 3 (Ad) repeated measures design, participants watched 12 video ads that varied in type of music (popular music and needle drop) and level of branding. Results showed that varying levels of music and branding in narrative video ads influenced cognitive resources allocated to encoding, arousal, and attitude toward the ad and brand. Both music and branding impacted the physiological variables of encoding and arousal. However, the self report measures, attitude toward the ad and attitude toward the brand, were influenced only by branding, not music. The findings suggest that the right combination of music and branding could potentially improve the effectiveness of television and digital advertising
- Language
- eng
- Extent
- 1 online resource (v, 59 pages)
- Note
-
- "A Thesis presented to the Faculty of the Graduate School at the University of Missouri--Columbia In Partial Fulfillment of the Requirements for the Degree Master of Arts."
- Thesis supervisor: Dr. Paul Bolls
- Label
- The effective use of music and branding in shaping consumer behavior
- Title
- The effective use of music and branding in shaping consumer behavior
- Statement of responsibility
- by Michelle Reed
- Language
- eng
- Summary
- The research examined elements of narrative advertising and how they influenced post exposure behavior. In a 2 (Music) x 2 (Branding) x 3 (Ad) repeated measures design, participants watched 12 video ads that varied in type of music (popular music and needle drop) and level of branding. Results showed that varying levels of music and branding in narrative video ads influenced cognitive resources allocated to encoding, arousal, and attitude toward the ad and brand. Both music and branding impacted the physiological variables of encoding and arousal. However, the self report measures, attitude toward the ad and attitude toward the brand, were influenced only by branding, not music. The findings suggest that the right combination of music and branding could potentially improve the effectiveness of television and digital advertising
- Cataloging source
- MUU
- http://library.link/vocab/creatorName
- Reed, Michelle
- Degree
- M.A.
- Dissertation note
- Thesis
- Dissertation year
- 2015.
- Government publication
- government publication of a state province territory dependency etc
- Granting institution
- University of Missouri--Columbia
- Illustrations
- illustrations
- Index
- no index present
- Literary form
- non fiction
- Nature of contents
-
- dictionaries
- bibliography
- theses
- http://library.link/vocab/relatedWorkOrContributorDate
- 1966-
- http://library.link/vocab/relatedWorkOrContributorName
- Bolls, Paul David
- http://library.link/vocab/subjectName
-
- Consumer behavior
- Consumers' preferences
- Branding (Marketing)
- Music in advertising
- Music
- Label
- The effective use of music and branding in shaping consumer behavior, by Michelle Reed
- Note
-
- "A Thesis presented to the Faculty of the Graduate School at the University of Missouri--Columbia In Partial Fulfillment of the Requirements for the Degree Master of Arts."
- Thesis supervisor: Dr. Paul Bolls
- Bibliography note
- Includes bibliographical references (pages 47-49)
- Carrier category
- online resource
- Carrier category code
-
- cr
- Carrier MARC source
- rdacarrier
- Content category
- text
- Content type code
-
- txt
- Content type MARC source
- rdacontent
- Control code
- 954585907
- Extent
- 1 online resource (v, 59 pages)
- Form of item
- online
- Media category
- computer
- Media MARC source
- rdamedia
- Media type code
-
- c
- Other physical details
- illustrations (chiefly color)
- Specific material designation
- remote
- System control number
- (OCoLC)954585907
- Label
- The effective use of music and branding in shaping consumer behavior, by Michelle Reed
- Note
-
- "A Thesis presented to the Faculty of the Graduate School at the University of Missouri--Columbia In Partial Fulfillment of the Requirements for the Degree Master of Arts."
- Thesis supervisor: Dr. Paul Bolls
- Bibliography note
- Includes bibliographical references (pages 47-49)
- Carrier category
- online resource
- Carrier category code
-
- cr
- Carrier MARC source
- rdacarrier
- Content category
- text
- Content type code
-
- txt
- Content type MARC source
- rdacontent
- Control code
- 954585907
- Extent
- 1 online resource (v, 59 pages)
- Form of item
- online
- Media category
- computer
- Media MARC source
- rdamedia
- Media type code
-
- c
- Other physical details
- illustrations (chiefly color)
- Specific material designation
- remote
- System control number
- (OCoLC)954585907
Library Locations
-
St. Louis Mercantile LibraryBorrow it1 University Blvd, St. Louis, MO, 63121, US38.710138 -90.311107
-
-
University ArchivesBorrow it703 Lewis Hall, Columbia, MO, 65211, US
-
University of Missouri-St. Louis Libraries DepositoryBorrow it2908 Lemone Blvd, Columbia, MO, 65201, US38.919360 -92.291620
-
University of Missouri-St. Louis Libraries DepositoryBorrow it2908 Lemone Blvd, Columbia, MO, 65201, US38.919360 -92.291620
-
Ward E Barnes Education LibraryBorrow it8001 Natural Bridge Rd, St. Louis, MO, 63121, US38.707079 -90.311355
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<div class="citation" vocab="http://schema.org/"><i class="fa fa-external-link-square fa-fw"></i> Data from <span resource="http://link.umsl.edu/portal/The-effective-use-of-music-and-branding-in/6PBy-fX4EQc/" typeof="Book http://bibfra.me/vocab/lite/Item"><span property="name http://bibfra.me/vocab/lite/label"><a href="http://link.umsl.edu/portal/The-effective-use-of-music-and-branding-in/6PBy-fX4EQc/">The effective use of music and branding in shaping consumer behavior, by Michelle Reed</a></span> - <span property="potentialAction" typeOf="OrganizeAction"><span property="agent" typeof="LibrarySystem http://library.link/vocab/LibrarySystem" resource="http://link.umsl.edu/"><span property="name http://bibfra.me/vocab/lite/label"><a property="url" href="http://link.umsl.edu/">University of Missouri-St. Louis Libraries</a></span></span></span></span></div>
