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Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106)



AMERICAN JOURNAL OF MANAGEMENT

An Empirical Study of Emotional Response to Sounds in Advertising


Author(s): Carmen Lewis, Cherie Fretwell, Jim Ryan

Citation: Carmen Lewis, Cherie Fretwell, Jim Ryan, (2012) "An Empirical Study of Emotional Response to Sounds in Advertising" Vol. 12, Iss. 1, pp. 80 - 91

Article Type: Research paper

Publisher: North American Business Press

Abstract:

The goal of this paper is to better understand how individuals emotionally respond to common advertisement sounds. We attempt to model the antecedents to the emotional response variable by developing a set of hypotheses predicting emotional reaction and empirically test the hypotheses using data from 153 laboratory participants. During the survey, participants were asked to listen to 20 different sounds on a computer and subsequently answer questions regarding their emotional response toward each one. Results indicate the emotional response to a sound clip is predicted by the level of interest generated and how well the sound captured the participant’s attention.