The effects of familiar music on attitude and belief formation under high- and low- involvement
Date
2001
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Music
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Haverford College. Department of Psychology
Type
Thesis
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Award
Language
eng
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Haverford users only
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Abstract
Previous studies have found facilitory [sic] affects of music in various environments. The purpose of the present study was to investigate the role of music in advertising and how it may influence attitude and belief formation. Two groups of subjects (high or low involvement) were presented with three television advertisements embedded within a sitcom, each paired with either familiar, unfamiliar, or no music. Immediately afterwards, subjects completed attitude and memory/beliefs measures. The results are inconclusive due to inconsistencies between the commercial and the manipulated variables. There is evidence that music does influence attitude and belief formation but it is not clear whether this influence is generalizable across all advertisements.