The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach
Has this study been replicated?
The atlas records 2 replications of this study. Recorded outcomes: 1 mixed, 1 failed. The earliest on record is from 2014.
Replications
- Effects of Music in Advertising: Three Experiments Replicating Single-Exposure Musical Conditioning of Consumer Choice (Gorn 1982) in an Individual Setting, Vermeulen & Beukeboom (2015). Journal of Advertising. 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.
Outcome read from the abstract. View paper - Breakthrough or One-Hit Wonder?, Vermeulen et al. (2014). Social Psychology. Outcome recorded: failed.
Aggregated, the three studies produced a null effect.
Outcome read from the abstract. View paper
Cite this record
Gorn, G. J. (1982). The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach. Journal of Marketing, 46(1), 94–101. https://doi.org/10.1177/002224298204600109
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