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Vividness Effects: A Resource‐Matching Perspective

✍ Scribed by Punam Anand Keller and Lauren G. Block

Book ID
121390831
Publisher
University of Chicago Press
Year
1997
Tongue
English
Weight
255 KB
Volume
24
Category
Article
ISSN
0093-5301

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This article examines effects of tempo and familiarity of background music in TV advertising. Based on the resource-matching rationale stating that processing of a message is maximized when the resources demanded by the processing task match those people are able to make available, the authors predi