search query: @author Bruner II, G.C. / total: 1
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| Author: | Bruner II, G.C. |
| Title: | Music, mood, and marketing. |
| Journal: | Journal of Marketing
1990 : OCT, VOL. 54:4, p. 94-104 |
| Index terms: | ADVERTISING CONSUMER BEHAVIOUR MUSIC PSYCHOLOGY |
| Language: | eng |
| Abstract: | Relevant research involving music is summarized. Emotional components ascribed to various components of music /tune-related, pitch-related, and texture-related expressions/ are discussed. Marketing-related studies of behavioural and nonbehavioural nature are reviewed, on the basis of which it is concluded that music used in marketing-related contexts is capable of evolving nonrandom behavioural responses in consumers. Six propositions are developed; several changes in methodology are recommended to improve the reliability and validity of the findings. Implications for managers include a primary decision whether music be used in retail environment and commercials. |
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