the effects of music on advertising and choice befhavior

Jose Gonzalez Mktg. section 8 April 2000 THE EFFECTS OF MUSIC IN ADVERTISING ON CHOICE BEHAVIOR: Introduction Commercials typically contain both product spedific information and background features such as pleasant music, attractive colors, and humor. Of the two experiments that Gerald J. Gorn conducted we will analyze the one experiment, which determined whether background features of a commercial, in this specific case music, affected product preferences in consumers. It is said that the impact of product information …

…responses to the ad. So, possible classical conditioning effects might therefore, be underestimated and underrreported in self-reports. Cognitive bias can result from an atempt to think well of oneself, states Gorn. So it means that a rational analysis in communication behavior might be bias in favor of information. For classical conditioning, product information in the commercial must be kept minimal, otherwiese the unconditioned stimulus in the commercial might vaguely be arousing interest in product information.