Musical power and its effect on consumer decision making

• 主要な著者: Mahsal Khan, Syazwani, Abdul Hamid, Norsiah, Mohd Rashid, Sabrina
• フォーマット: 論文
• 言語: English
• 出版事項: Discovery Publication 2018
• 主題: HD28 Management. Industrial Management
• オンライン･アクセス: http://repo.uum.edu.my/24296/1/IJA%20%208%202018%2063-67.pdf; http://repo.uum.edu.my/24296/; http://www.discoveryjournals.org/arts/current_issue/2018/index.htm

The purpose of this article is to discuss a study which aimed to explore how musical power in advertising can affect decision making of young consumers toward advertised products and services. The method used for this study is an in-depth interview with three groups of experts which are advertisers, musicians and academicians.Participants for this approach is based on snowball sampling.This study applies Elaboration Likelihood Model (ELM) to view the process of decision making made by the young consumers.This study uses the thematic analysis to analyse the interview data.Findings show that musical power in advertising can influence the decision making mood in choosing a product