The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach

Gerald J. Gorn

Journal of Marketing, 1982. DOI 10.1177/002224298204600109

Has this study been replicated?

The atlas records 2 replications of this study. Recorded outcomes: 1 mixed, 1 failed.

Effects of Music in Advertising: Three Experiments Replicating Single-Exposure Musical Conditioning of Consumer Choice (Gorn 1982) in an Individual Setting, Vermeulen & Beukeboom (2015). Outcome recorded: mixed. Study 1 finds (weak) significant musical conditioning effects for low-involvement products. Study 2 fails to find effects for higher-involvement products. View paper
Breakthrough or One-Hit Wonder?, Vermeulen et al. (2014). Outcome recorded: failed. Aggregated, the three studies produced a null effect. View paper