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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.
