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| Author: | Kellaris, J. Cox, A. |
| Title: | The Effects of Background Music in Advertising: A Reassessment |
| Journal: | Journal of Consumer Research
1989 : JUNE, VOL. 16,p.113-118 |
| Index terms: | PRODUCT PREFERENCE MUSIC ADVERTISING EFFECTIVENESS |
| Language: | eng |
| Abstract: | Three experiments were conducted to replicate Gorn's finding (1982) that product preference can be classically conditioned through a single pairing with background music. None of the experiments supported this hypothesis. Contrary to Gorn's findings,there was no evidence that product preferences can be conditioned through a single exposure to appealing or unappealing music. |
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