The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach
通过两个实验，研究了广告中音乐能否直接影响产品偏好，并区分了经典条件反射与信息加工两种解释的适用情境。
Do features like humor, sex, color, and music in a commercial merely increase our attention to product information in a message, or can they directly influence our attitudes? The results of an experiment using a classical conditioning approach suggest that hearing liked or disliked music while being exposed to a product can directly affect product preferences. A second experiment differentiated communication situations where a classical conditioning approach or an information processing approach might be appropriate in explaining product preference.