The impact of musical fit and sound design on consumers' perception of a luxury car ad

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The impact of musical fit and sound design on consumers' perception of a luxury car ad

A study is reported that was designed to investigate the influence of various kinds of sonic accompaniment on consumers’ perception of a high-end luxury sports car. Using a between-participants experimental design, groups of 40 participants viewed a short car ad. The groups heard either classical mu...

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Bibliographic Details
Main Authors:	Sze Yeoh, Joanne Pei, Han, Min Gin, Spence, Charles
Format:	Article
Published:	Taylor and Francis Group 2023
Online Access:	http://psasir.upm.edu.my/id/eprint/108821/

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