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1986•Journal of Marketing ResearchRequires access

Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation

C. Whan Park, S. Mark Young

Open publisher page 630 citations

Abstract

C. Whan Park, S. Mark Young, Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation, Journal of Marketing Research, Vol. 23, No. 1 (Feb., 1986), pp. 11-24

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What this paper is about

C. Whan Park, S. Mark Young, Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation, Journal of Marketing Research, Vol. 23, No. 1 (Feb., 1986), pp. 11-24

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OpenAlex reports 630 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

C. Whan Park, S. Mark Young, Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation, Journal of Marketing Research, Vol. 23, No. 1 (Feb., 1986), pp. 11-24

Key concepts: Advertising, Psychology, Television advertising, Social psychology, Business

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