廣告背景音樂의 屬性이 消費者 態度에 미치는 影響에 관한 硏究
자료요약
The use of background music(BGM) is prevalent today since it is regarded as one of the most important components enhancing advertising effectiveness. Background music in an advertisement is used as an effective tool for delivering the product message as well as the product image by appealing its musical factors. Also, the background music is taking a role for building a good image which could lead the consumer to purchase the product. This study is focused to show how attributes of a background music affect the consumer`s attitude hierarchy in relation with the level of personal involvement.
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