Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Entire DC Network
Genre, Birth Cohort, And Product Perception: Responses To Background Music In Commercial Advertising, Cassidy R. Cavanah
Genre, Birth Cohort, And Product Perception: Responses To Background Music In Commercial Advertising, Cassidy R. Cavanah
Scripps Senior Theses
Research shows that music transmits both embodied (universally perceptible) and referential (culturally specific) meanings. The present study sought to explore the persuasive power of music in commercial advertising, and the complex ties that exist between music, life experience and perception. The study looked at how the perception of a product could be altered in accordance with specific embodied and referential meanings. With a focus on the effects of music genre and birth cohort on product perception, embodied meanings were expected to produce similar results across birth cohorts, and referential meanings were expected to produce significantly different results. A total of …
Effects Of Construal Level On The Reliance On Affect Versus Substance, Ellen O'Malley
Effects Of Construal Level On The Reliance On Affect Versus Substance, Ellen O'Malley
Legacy Theses & Dissertations (2009 - 2024)
The influence of construal level on judgment and decision-making is often seen in consumer research. However, the effect of construal level on preferences for evaluative inputs rather than final products is less explored. Two experiments were conducted to examine whether construal level affects the degree to which individuals rely on either affective or substantive information when making evaluative judgments; specifically, that abstract construals increase reliance on affective information, whereas concrete construals increase reliance on substantive information. Experiment 1 provided evidence for a relative preference for affective versus substantive information when engaged in abstract and concrete construals, respectively. Experiment 2 replicated …