A Sound Idea: A Theory-Based Synthesis And Explanatum Supporting The Use Of Music In Marketing Strategy

ASU Author/Contributor (non-ASU co-authors, if there are any, appear on document)
Neel Das PhD, Associate Professor (Creator)
Appalachian State University (ASU )
Web Site: https://library.appstate.edu/

Abstract: A review and synthesis of research literature regarding the role and influence of music on advertising effectiveness and in-store shopper moods and behavior is presented. A conceptual model is presented, with strong theoretical support found in classical conditioning, information processing, involvement, and mood states literature. The authors posit that a retailer should use a dual, concomitant music strategy as a component of an overall advertising and in-store marketing promotion plan. This strategy is presented in what the authors refer to as the Music Affect Model. While using the positive effects of music on consumer purchasing behavior as its core source of potency, the proposed strategy should likely lead to enhanced sales outcomes.

Additional Information

Kerr, Anthony H. and Das, Neel (2014) "A Sound Idea: A Theory-Based Synthesis and Explanadum Supporting the Use of Music in Marketing Strategy," Atlantic Marketing Journal: Vol. 3 : No. 3 , Article 4. Publisher version of record available at: https://digitalcommons.kennesaw.edu/amj/vol3/iss3/4
Language: English
Date: 2014
Atmospherics, Music Affect Model, classical conditioning, information processing, mood states, music and advertising, music and in-store context

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