A major component influencing audience responses is background music accompanying commercials. Alpert, The University of Texas at AustinĬonsumers' moods and emotional responses to advertisements have received increased attention from consumer researchers. Srull, Provo, UT : Association for Consumer Research, Pages: 485-491.Īdvances in Consumer Research VolPages 485-491īACKGROUND MUSIC AS AN INFLUENCE IN CONSUMER MOOD AND ADVERTISING RESPONSES

Alpert (1989) ,'Background Music As an Influence in Consumer Mood and Advertising Responses', in NA - Advances in Consumer Research Volume 16, eds. Directions for future research and generalization are discussed. A study is presented that suggests audience moods and purchase intentions may be affected by background music, without necessarily affecting intervening cognitions. This paper reviews key research on the role of music's structural elements in influencing audience responses, from a music theory perspective, and highlights major findings relevant to emotional responses to music. ABSTRACT - Consumers' moods and emotional responses to advertisements have received increased attention from consumer researchers.

Soft emotional background music