The effective use of music and branding in shaping consumer behavior
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The work The effective use of music and branding in shaping consumer behavior represents a distinct intellectual or artistic creation found in University of Missouri-St. Louis Libraries. This resource is a combination of several types including: Work, Language Material, Books.
The Resource
The effective use of music and branding in shaping consumer behavior
Resource Information
The work The effective use of music and branding in shaping consumer behavior represents a distinct intellectual or artistic creation found in University of Missouri-St. Louis Libraries. This resource is a combination of several types including: Work, Language Material, Books.
- Label
- 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
- 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
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Context of The effective use of music and branding in shaping consumer behaviorWork of
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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/resource/2A3Smq6OAZ4/" typeof="CreativeWork http://bibfra.me/vocab/lite/Work"><span property="name http://bibfra.me/vocab/lite/label"><a href="http://link.umsl.edu/resource/2A3Smq6OAZ4/">The effective use of music and branding in shaping consumer behavior</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>
