The impact of musical fit and sound design on consumers' perception of a luxury car ad
A study is reported that was designed to investigate the influence of various kinds of sonic accompaniment on consumers’ perception of a high-end luxury sports car. Using a between-participants experimental design, groups of 40 participants viewed a short car ad. The groups heard either classical mu...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
Taylor and Francis Group
2023
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| Online Access: | http://psasir.upm.edu.my/id/eprint/108821/ https://www.tandfonline.com/doi/full/10.1080/20511817.2022.2224496 |
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