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Distinguishing between the meanings of music: when background music affects product perceptions

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This article examines when and why ad recipients are likely to infer either of two types of meaning from muted ad background music and use such meaning when rendering their perceptions of the advertised product. Discerning and using a musical composition's referential versus embodied meaning is more mentally taxing. Therefore, ad recipients who engage in intensive ad processing but receive an advertisement that imposes relatively low demands on their mental resources are likely to base their product perceptions on the background music's referential meaning - provided that this meaning is semantically relevant to the product dimension in question. However, intensive ad processors who receive an advertisement that imposes greater demands on their mental resources tend to base their perceptions on the music's embodied meaning. Evidence from two studies that assess different types of music, ad messages, and perceptions support these conclusions. .Printed Journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Consumer behavior Psychological aspects Advertising Consumer attitudes Statistical analysis Perceptions Music studies
ISBN/ISSN	222437
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data