| Author: | Maccinis, D.J. Park, C.W. |
| Title: | The differential role of characteristics of music on high- and low-involvement consumers' processing of ads |
| Journal: | Journal of Consumer Research
1991 : . VOL. 18:2, p.161-173 |
| Index terms: | ADVERTISING ADVERTISING EFFECTIVENESS |
| Language: | eng |
| Abstract: | The authors study the impact of two dimensions of music - its fit with the advertised message and its ties to past emotion-led experiences - on low- and high-involvement consumers' ad processing. Refining earlier papers, they find that certain executional cues may influence central-route and peripheral processing of both high- and low-involvement. |
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