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The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach
Gerald J. Gorn
Journal of Marketing
Vol. 46, No. 1 (Winter, 1982), pp. 94-101
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251163
Page Count: 8
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Do features like humor, sex, color, and music in a commercial merely increase our attention to product information in a message, or can they directly influence our attitudes? The results of an experiment using a classical conditioning approach suggest that hearing liked or disliked music while being exposed to a product can directly affect product preferences. A second experiment differentiated communication situations where a classical conditioning approach or an information processing approach might be appropriate in explaining product preference.
Journal of Marketing © 1982 American Marketing Association