Ditemukan 1 dokumen yang sesuai dengan query
Felix Septianto
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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 ...
"
Management Research Center (MRC) Department of Management, Faculty of Economics, University of Indonesia and Philip Kotler Center, 2013
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Artikel Jurnal Universitas Indonesia Library
