The Effect of Advertising Music as a Non-Verbal Cue on Consumer Responses

Bibliographic Details
Title:	The Effect of Advertising Music as a Non-Verbal Cue on Consumer Responses
Authors:	Makoto Ono
Source:	Maketingu Janaru, Vol 43, Iss 3, Pp 68-75 (2024)
Publisher Information:	Japan Marketing Academy, 2024.
Publication Year:	2024
Collection:	LCC:Marketing. Distribution of products
Subject Terms:	classical conditioning, elaboration likelihood model, processing fluency, unconscious information processing, Marketing. Distribution of products, HF5410-5417.5
More Details:	Advertising music is an important component of advertisements that influences consumer responses as a non-verbal cue. Extensive research on this music has been conducted since the 1980s. This paper reviews these advertising music studies by focusing on the theoretical foundations upon which they rely. The review classifies research on advertising music into three categories based on: (1) classical conditioning theory, (2) elaboration likelihood model, and (3) processing fluency. The findings suggest potential future research directions, including (A) research on the effects of music in internet advertising and (B) research focused on improving processing fluency through the congruence of various factors such as consumer factors and marketing information factors, with an emphasis on unconscious information processing.
Document Type:	article
File Description:	electronic resource
Language:	Japanese
ISSN:	0389-7265 2188-1669
Relation:	https://www.jstage.jst.go.jp/article/marketing/43/3/43_2024.007/_html/-char/en; https://doaj.org/toc/0389-7265; https://doaj.org/toc/2188-1669
DOI:	10.7222/marketing.2024.007
Access URL:	https://doaj.org/article/72c90d7a26a6467fa8d760e28050a2c8
Accession Number:	edsdoj.72c90d7a26a6467fa8d760e28050a2c8
Database:	Directory of Open Access Journals

More Details
ISSN:	03897265 21881669
DOI:	10.7222/marketing.2024.007
Published in:	Maketingu Janaru
Language:	Japanese