Hooked on a feeling: The effect of music tempo on attitudes and the mediating role of consumers' affective responses |
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| Authors: | Kristin Stewart Hyeseung Elizabeth Koh |
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| Affiliation: | 1. California State University San Marcos, San Marcos, CA, USA;2. Stan Richards School of Advertising & Public Relations, Moody College of Communication, The University of Texas at Austin, USA |
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| Abstract: | With today's high degree of advertising clutter, marketers might greatly focus on evoking emotion or creating hedonic (e.g., feeling) experiences for consumers in order to improve practice. These strategies minimize the effort needed to process a message and can influence consumers' decisions. In 4 studies, we examine the effects of music tempo on consumers' attitudes toward the brand while further considering the mediating role of evoked feelings. Study 1 and 2 supports that music tempo in commercials influences consumers' affective response to the music in advertising. Study 3 replicated this effect using a controlled experiment and extended the research by demonstrating that tempo also affects general mood states, in addition to feelings evoked by the music. Last, Study 4 demonstrates that need for emotion moderates the role of affect as information. This research contributes to theory in sensory marketing and consumer behavior and offers practical implications to improve marketing practice. |
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