Evaluating Empirical Research into Music in Advertising: A Congruity Perspective

Steve Oakes

This research provides a review and analysis of empirical studies focusing upon cognitive and affective response to music in advertising.

Evaluating Empirical Research into Music in Advertising: A Congruity Perspective

Steve OakesUniversity of Liverpool

The influence of music upon cognitive and affective response to advertising has received less attention than it may deserve, perhaps because...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today