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The Differential Role of Characteristics of Music on High- and Low-Involvement Consumers' Processing of Ads

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  • Macinnis, Deborah J
  • Park, C Whan

Abstract

This article examines the impact of two dimensions of music--its fit with the advertised message and its ties to past emotion-laden experiences (indexicality)--on low- and high-involvement consumers' ad processing. Previous research suggests that executional cues in an ad exert their influence primarily under conditions of low involvement in the form of peripheral-route processing. However this view may be overly simplistic. Certain executional cues may influence central-route (message-based) and peripheral (non-message-based) processing of both high- and low-involvement consumers; however, the direction of this influence may depend on both the specific characteristic of the cue and the level of consumer involvement. The results of this research generally are consistent with these expectations. Copyright 1991 by the University of Chicago.

Suggested Citation

  • Macinnis, Deborah J & Park, C Whan, 1991. "The Differential Role of Characteristics of Music on High- and Low-Involvement Consumers' Processing of Ads," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 161-173, September.
    • Handle: RePEc:oup:jconrs:v:18:y:1991:i:2:p:161-73
    DOI: 10.1086/209249
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