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AdSAM 7 descriptively revealed the specific, emotional effects on viewers. There were no differences in brand attitude and purchase intent, however on emotional response six out of the 12 advertisments showed significant differences between the music and no-music groups. SAM, The Self-Assessment Manikin and AdSAM 7 were used to measure emotional response. In this study, an experimental design was used to examine for difference in emotional response, brand attitude, and purchase intent between advertisements, with and without music. Previous research exploring the effects of music on emotional response and behavior has had mixed results. Music is viewed as an important background feature in advertising because of its wide use and ability to enhance viewer arousal and affect. THE EFFECTS OF MUSIC ON EMOTIONAL RESPONSE, BRAND ATTITUDE, AND PURCHASE INTENT IN AN EMOTIONAL ADVERTISING CONDITION Wesley Hutchinson, Provo, UT : Association for Consumer Research, Pages: 518-526.Īdvances in Consumer Research VolPages 518-526 Morris and Mary Anne Boone (1998) ,'The Effects of Music on Emotional Response, Brand Attitude, and Purchase Intent in an Emotional Advertising Condition', in NA - Advances in Consumer Research Volume 25, eds.

ABSTRACT - Music is viewed as an important background feature in advertising because of its wide use and ability to enhance viewer arousal and affect.

Mixed emotions pursuit of happiness song