Article1986

Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation

627 citations0/0 files storedJournal of Marketing Research

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

C. Whan Park, S. Mark Young, Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation, Journal of Marketing Research, Vol. 23, No. 1 (Feb., 1986), pp. 11-24

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References

1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1982Self-Concept in Consumer Behavior: A Critical Review 1965The Impact of Television Advertising: Learning Without Involvement 1981Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?1982Using Background Music to Affect the Behavior of Supermarket Shoppers 1984Audience Involvement in Advertising: Four Levels

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1999Consumer perceived risk: conceptualisations and models 1994Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement Conditions 2010Effects of Interactivity on Website Involvement and Purchase Intention 1990A Framework for Conceptualizing and Measuring the Involvement Construct in Advertising Research 1989The Effect of Advertising on Attitude Accessibility, Attitude Confidence, and the Attitude-Behavior Relationship

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