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- W985457957 abstract "Music continues to be a “considerable component” (Oakes, 2007) in marketing communications, especially television advertising. Research has shown that music can affect attention, recall, and purchase intention. However, relatively little is known about popular music’s effect on attitude especially when the song in the ad is a favorite song. This study found high likeability for song, artist and brand in television ads in general, and in particular, when the song and artist were considered in terms of being a favorite with preference towards original vocal integration. This study also found the favorite song genres were evenly divided between classic rock, pop, and hip hop, with justifications for it being one’s favorite primarily based upon the song qualities (e.g., beat). Finally, consistent with prior research (Janata, et al., 2007), the autobiographical memory triggered by one’s favorite song was overwhelmingly a positive emotion and memory." @default.
- W985457957 created "2016-06-24" @default.
- W985457957 creator A5046790988 @default.
- W985457957 date "2015-10-21" @default.
- W985457957 modified "2023-09-26" @default.
- W985457957 title "Turn It Up: That’s My Song in That AD" @default.
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- W985457957 doi "https://doi.org/10.1007/978-3-319-24148-7_47" @default.
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