The impact of source effects on the evaluation of music for advertising: Are there differences in how advertising professionals and consumers judge music?
When choosing music for advertisements, professionals are influenced by a large number of factors that could impair their judgment.
Anglada-tort, Keller, Steffens and Müllensiefen
- Music choices can have profound effects on brand communications, but the process of
evaluating music for advertising is understood poorly.
- Source effects were a significant factor in influencing...