Abstract
Viewers of 40 30-second television commercials, tested in malls, reacted to various musical aspects of the advertisements, such as to the tempo, volume, melody, or mode (such as in a major or minor key). The mode caused the greatest number of reactions, as measured by a Viewer Response Profile (VRP). The commercials reflected eight products, including coffee and candy, and the study found that viewers did make an important association between the product and the music, but there were many complex interactions involving music and product.
Get full access to this article
View all access options for this article.