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Keywords: Advertisement processing
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2012) 29 (1): 22–42.
Published: 20 January 2012
...Geoffrey P. Lantos; Lincoln G. Craton Purpose The purpose of this paper is to provide a model of consumer response to music in broadcast commercials outlining four variables (listening situation, musical stimulus, listener characteristics, and advertising processing strategy) that affect...
