Since 2014
Anxiety, Sadness, and Emotion Specificity: The Role of Music in Consumer Emotion and Advertisement Evaluation
ASEAN Marketing Journal
View Archive Info| Field | Value | |
| Title |
Anxiety, Sadness, and Emotion Specificity: The Role of Music in Consumer Emotion and Advertisement Evaluation
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| Creator |
Felix Septianto; International Business at Graduate School of Pan-Pacific International Studies, Kyung Hee University (1732 Deogyeong-daero, Giheung-gu, Yongin-si, Gyeonggi-do 446-701, Republic of Korea; Phone: 82.31.201.2146~9; Fax: 82.31.204.8120; http://gsp.khu.ac.kr)
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| Description |
Although music could diversely influence consumer judgment process and behavior, it is still unclear whether music can evoke discrete emotions on consumers and influence consumer evaluation toward certain advertisements. This research proposes that music could evoke sad and anxious emotion on consumers; subsequently, consumers would regulate their negative emotions in accordance to their emotion orientations: Consumers who feel sad would show high evaluation toward happy-themed advertisement, while consumers who feel anxious would show high evaluation toward calm-themed advertisement. This paper concludes with the discussion of theoretical and practical implications and conclusion of this study. Keywords: emotion, affect regulation, music psychology, advertising
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| Publisher |
Management Research Center, Department of Management, Faculty of Economics and Business, U
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| Contributor |
—
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| Date |
2014-08-21
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| Type |
Peer-reviewed Article
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| Format |
application/pdf
application/pdf |
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| Identifier |
http://journal.ui.ac.id/index.php/amj/article/view/3057
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| Source |
ASEAN Marketing Journal; Vol 5, No 2 (2013): December 2013
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| Language |
en
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