Ausin-Azofra, Jose Manuel; Bigné Alcañiz, J. Enrique; … - In: European Research on Management and Business Economics … 27 (2021) 2, pp. 1-14
Music affects viewers' responses to advertisements. In this study we present the findings of an experiment that investigates the emotional and cognitive reactions of subjects' brains during exposure to television advertisements with music congruent, and incongruent, with the advertisement...
