Brand-Related Background Music and Consumer Choice

This research demonstrates that brand-related music played in the background increases brand choice for consumers with positive brand attitudes, but that negative effects can be expected when negative attitudes are activated or when products in the brand portfolio are evaluated that are not directly associated with the music.


Florack Arnd, Dimofte Claudiu, Rössler Karin, and Susanne Leder (2012) ,"Brand-Related Background Music and Consumer Choice", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 707-707.


Florack Arnd, University of Vienna, Austria
Dimofte Claudiu, San Diego State University, USA
Rössler Karin, University of Vienna, Austria
Susanne Leder, Zeppelin University, Germany


NA - Advances in Consumer Research Volume 40 | 2012

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