Evaluating Empirical Research into Music in Advertising: A Congruity Perspective
Steve OakesUniversity of LiverpoolThe influence of music upon cognitive and affective response to advertising has received less attention than it may deserve, perhaps because existing empirical research has frequently produced contradictory findings, thus making it problematic for researchers to distill meaningful conclusions. Consequently, this research seeks to review the literature with the intent to identify underlying patterns that allow appropriate categorization of findings. The research incorporates discrete sections highlighting the most prominent dependent and independent variables analyzed in the literature....