Understanding how the presence of music in advertisements influences consumer behaviour

This study investigated how consumer behaviour is influenced by music's emotional valence (sad vs. happy) in advertisements. Female participants (N = 134) watched the same four advertisements with either happy or sad background music. The advertisements were split into two advertising breaks wh...

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Bibliographic Details

Published in:	Acta Psychologica
Main Authors:	Isabela Dogaru, Adrian Furnham, Alastair McClelland
Format:	Article
Language:	English
Published:	Elsevier 2024-08-01
Subjects:	Advertisements Music Mood Purchase
Online Access:	http://www.sciencedirect.com/science/article/pii/S0001691824002105