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Music, Mood, and Marketing
Gordon C. Bruner II
Journal of Marketing
Vol. 54, No. 4 (Oct., 1990), pp. 94-104
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251762
Page Count: 11
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That music affects human beings in various ways has probably been presumed as long as people have played music. Many marketing practitioners already accept this notion, given that music is increasingly used as a stimulus in the retail environment as well as in radio and television advertising. Yet, fewer than 20 published empirical studies in marketing have music as their focus. The author reviews the small body of marketing literature, surveys relevant literature outside marketing, and provides research propositions to guide future studies.
Journal of Marketing © 1990 American Marketing Association