Browsing School of Journalism (MU) by Title "The effective use of music and branding in shaping consumer behavior"
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The effective use of music and branding in shaping consumer behavior
(University of Missouri--Columbia, 2015)The research examined elements of narrative advertising and how they influenced post exposure behavior. In a 2 (Music) x 2 (Branding) x 3 (Ad) repeated measures design, participants watched 12 video ads that varied in type ...