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

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
Creator
Contributor
Author
Thesis advisor
Subject
Genre
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
Instantiates
Publication
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
Publication
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

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