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Musical power and its effect on consumer decision making


Mahsal Khan, Syazwani and Abdul Hamid, Norsiah and Mohd Rashid, Sabrina (2018) Musical power and its effect on consumer decision making. Indian Journal of Arts, 8. pp. 63-67. ISSN 2320–6659

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Abstract

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

Item Type: Article
Uncontrolled Keywords: Music, Consumer decision making, Advertising, Behaviour
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: School of Multimedia Technology & Communication
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 25 Jun 2018 01:41
Last Modified: 25 Jun 2018 01:41
URI: http://repo.uum.edu.my/id/eprint/24296

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