You've got personality: Effects of music in television advertisements on perceptions of product image.

摘要

This study examines the influence of music in television commercials on perceptions of brand personality. Research has examined the influence of music on liking, mood, environment, meanings of advertisements and advertising effectiveness. No empirical investigation, however, has yet explored the impact of music on specific perceptions of the brand's personality. This study links songs with a perceived personality to advertisements. Results reveal that the "personality" of the song can influence the "personality" of the product advertised.