IDEAS home Printed from https://ideas.repec.org/a/ids/ijmpra/v5y2012i1p89-106.html
   My bibliography  Save this article

Using Music Tempo and Picture Distance to predict attitude towards advertised brands

Author

Listed:
  • Larry Shi
  • Michael J. Dotson
  • Dinesh S. Dave

Abstract

This study examines whether Music Tempo (MT) and Picture Distance (PD) to predict attitudes towards television advertisements. Results suggest that PD is a good predictor for attitudes towards advertisements involving low involvement products. With the presence of such a strong attitude effect of MF, the effect of MT turned out to be negligible regardless of the sample size. We also found that PD is a good predictor for attitudes towards advertisements involving low involvement products. Future research is suggested to study the attitude effect of MT where individuals' familiarity of music used in an advertisement is at a negligible level.

Suggested Citation

  • Larry Shi & Michael J. Dotson & Dinesh S. Dave, 2012. "Using Music Tempo and Picture Distance to predict attitude towards advertised brands," International Journal of Management Practice, Inderscience Enterprises Ltd, vol. 5(1), pages 89-106.
    • Handle: RePEc:ids:ijmpra:v:5:y:2012:i:1:p:89-106
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=43933
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijmpra:v:5:y:2012:i:1:p:89-106. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=91 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.