The Effects of Background Music in Advertising: A Reassessment

James J Kellaris and Anthony D Cox

Journal of Consumer Research, 1989, vol. 16, issue 1, 113-18

Abstract: Gorn's pioneering article on the effects of background music in advertising has spurred a significant controversy and inspired vigorous interest in the topic. Following the recommendation Allen and Madden (1985), we conducted three experiments that attempted to replicate Gorn's results. Contrary to Gorn's findings, there was no evidence that product preferences can be conditioned through a single exposure to appealing or unappealing music. Copyright 1989 by the University of Chicago.

Date: 1989
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:16:y:1989:i:1:p:113-18

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