The Influence of Music Congruence and Message Complexity on the Response of Consumers to Advertisements
The overall aim of this study was to examine how the characteristics of two salient stimuli -music and message- of an audio advertisement influence the psychological state of consumers and how such a state subsequently determines their cognitive and affective responses to the advertisement. In achie...
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| Language: | en |
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University of Canterbury. Department of Management, Marketing and Entrepreneurship
2015
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| Online Access: | http://hdl.handle.net/10092/10252 |