Anxiety, Sadness, and Emotion Specificity: The Role of Music in Consumer Emotion and Advertisement Evaluation
Although music could diversely influence consumer judgment process and behavior, it is still unclear whether music can evoke discrete emotions on consumers and influence consumer evaluation toward certain advertisements. This research proposes that music could evoke sad and anxious emotion on consum...
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| Format: | Article |
| Language: | English |
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Universitas Indonesia
2013-12-01
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| Series: | Asean Marketing Journal |
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| Online Access: | http://journal.ui.ac.id/index.php/amj/article/view/3057 |