HCBE Faculty Articles
Title
Music in Advertisements for Unmentionable Products—A Classical Conditioning Experiment
Document Type
Article
Publication Date
1988
Publication Title
International Journal of Advertising
ISSN or ISBN
1759-3948
Volume
7
Issue/Number
2
First Page
130
Last Page
137
Abstract/Excerpt
This article describes an experiment used to determine the effects of liked or disliked music on preference for sensitive or ‘unmentionable’ products. It replicates experiments into the classical conditioning effects of music in advertisements conducted by Gorn in 1982. The attempt to influence product choice by means of classical conditioning did not prove successful in this study, which is in sharp contrast to Gorn's results. The implications are discussed in some detail.
DOI
10.1080/02650487.1988.11107051
NSUWorks Citation
Pitt, Leyland F. and Abratt, Russell, "Music in Advertisements for Unmentionable Products—A Classical Conditioning Experiment" (1988). HCBE Faculty Articles. 949.
https://nsuworks.nova.edu/hcbe_facarticles/949
