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Purchase occasion influence on the role of music in advertising

โœ Scribed by Mark I. Alpert; Judy I. Alpert; Elliot N. Maltz

Book ID
117319998
Publisher
Elsevier Science
Year
2005
Tongue
English
Weight
143 KB
Volume
58
Category
Article
ISSN
0148-2963

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## Abstract The main objective of this article is to study the impact of gender on mood effects in relation to attitude toward the ad and brand attitudes. Specifically, gender, mood state, and ad affective tone are posited to interact. Data from an experiment support two hypotheses predicting the m