Advertising/ The Effects Of Music On Advertising And Choice Befhavior term paper 12699

Advertising term papers
Disclaimer: Free essays on Advertising posted on this site were donated by anonymous users and are provided for informational use only. The free Advertising research paper (The Effects Of Music On Advertising And Choice Befhavior essay) presented on this page should not be viewed as a sample of our on-line writing service. If you need fresh and competent research / writing on Advertising, use the professional writing service offered by our company.
View / hide essay

Jose Gonzalez

Mktg. section 8

April 2000

THE EFFECTS OF MUSIC IN ADVERTISING ON CHOICE BEHAVIOR:

Introduction

Commercials typically contain both product spedific information and background features such as pleasant music, attractive colors, and humor.

Of the two experiments that Gerald J. Gorn conducted we will analyze the one experiment, which determined whether background features of a commercial, in this specific case music, affected product preferences in consumers.

It is said that the impact of product information in a commercial on beliefs and attitudes would typically be interpreted within an information-processing framework. It is suggested according to Gorn that a classical conditioning framework could account for the potential impact of background features on product attitudes. This approach believes that the subject must be consciously aware of the presence of the unconditioned stimulus when the conditioned stimulus is present in order for the conditioning to take place.

One difficulty with the classical Conditioning approach is the lack of awareness. According to Gorn, the consumermay not always be aware that the unconditioned stimuli in a commercial may affect his/her product attitudes, moe general, the consumer may not be aware of the real forces impacting on both attitudes in this case the impact of music.

In a typical communication situation, people may not realize or accept the impact of unconditioned stimulus on their responses to the ad. So, possible classical conditioning effects might therefore, be underestimated and underrreported in self-reports. Cognitive bias can result from an atempt to think well of oneself, states Gorn. So it means that a rational analysis in communication behavior might be bias in favor of information.

For classical conditioning, product information in the commercial must be kept minimal, otherwiese the unconditioned stimulus in the commercial might vaguely be arousing interest in product information.

Word Count: 295

News

Live support is now available round-the-clock 24/7
A paper writing site You CAN trust!
  • 10+ years of experience in paper writing
  • Any assignment on any level. Any deadline!
  • Open 24/7 Your essay will be done on time!
  • 200+ essay writers. Live Chat. Great support
  • No Plagiarism. Satisfaction. Confidentiality.
https://topobzor.info

https://top-obzor.com

maxformer.com/metallicheskaya-mebel