1、标题BACKGROUNDMUSICASANINFLUENCEINCONSUMERMOODANDADVERTISINGRESPONSESABSTRACTCONSUMERSMOODSANDEMOTIONALRESPONSESTOADVERTISEMENTSHAVERECEIVEDINCREASEDATTENTIONFROMCONSUMERRESEARCHERSAMAJORCOMPONENTINFLUENCINGAUDIENCERESPONSESISBACKGROUNDMUSICACCOMPANYINGCOMMERCIALSTHISPAPERREVIEWSKEYRESEARCHONTHEROLEOF
2、MUSICSSTRUCTURALELEMENTSININFLUENCINGAUDIENCERESPONSES,FROMAMUSICTHEORYPERSPECTIVE,ANDHIGHLIGHTSMAJORFINDINGSRELEVANTTOEMOTIONALRESPONSESTOMUSICASTUDYISPRESENTEDTHATSUGGESTSAUDIENCEMOODSANDPURCHASEINTENTIONSMAYBEAFFECTEDBYBACKGROUNDMUSIC,WITHOUTNECESSARILYAFFECTINGINTERVENINGCOGNITIONSDIRECTIONSFORF
3、UTURERESEARCHANDGENERALIZATIONAREDISCUSSEDINTRODUCTIONTHISPAPEREXAMINESTHERELATIONSHIPOFMUSICANDCONSUMERSMOODS,ATTITUDES,ANDBEHAVIORSASEMINALPAPERINTHEJOURNALOFMARKETINGBYGORN1982STUDIEDMUSICSINFLUENCEFROMACLASSICALCONDITIONINGPERSPECTIVEANDSPARKEDRENEWEDINTERESTINMUSICANDOTHER“BACKGROUND“ELEMENTSOF
4、COMMERCIALSANDSTORESTHEPRESENTPAPERWILLDISCUSS,INTEGRATE,ANDBUILDUPONTHEWORKOFGORNANDOTHERSWHOHAVEPROVIDEDTHEORETICALANDEMPIRICALINSIGHTINTOTHEWAYSINWHICHMUSICMAYINFLUENCECONSUMERRESPONSESTHEPURPOSESOFTHISPAPERARETO1REVIEWMAJORCONCEPTUALBASESRELEVANTTODISCUSSINGMUSICANDOTHERNONVERBALINFLUENCESONMOOD
5、,ASWELLASTHEORYREGARDINGTHEROLESOFINFORMATIONALANDCOGNITIVEVSNONCOGNITIVEMEANSOFINFLUENCINGBUYERBEHAVIOR2EXPANDUPONEXISTINGRESEARCHTOINVESTIGATEWHETHERBACKGROUNDMUSICCANINFLUENCEMOODSANDCOMMONMEASURESOFADVERTISINGEFFECTIVENESS3BEGINTODERIVEPRINCIPLESFORPREDICTINGTHESEEFFECTS,GIVENANALYSISOFTHEMUSICA
6、LCONTENTOFANAD4PROVIDESOMESUGGESTIONSFORTHECONSTRUCTIONOFEFFECTIVEMUSICALINFLUENCESONEMOTIONSANDPRODUCTORIENTATIONSAND5INDICATEDIRECTIONSFORFUTUREINVESTIGATIONSOFMUSICALCONTENTOFADVERTISINGANDTESTINGOFITSINFLUENCETHEORETICALBASEANDLITERATUREREVIEWINARECENTPAPERGARDNER1985,MOODWASDEFINEDASAFLEETING,T
7、EMPORARYFEELINGSTATE,USUALLYNOTINTENSE,ANDNOTTIEDTOASPECIFIABLEBEHAVIORMOODSCANBEPOSITIVEORNEGATIVE,SUCHASCHEERINESS,PEACEFULNESS,ORGUILTANDDEPRESSIONACCORDINGTOCLARKANDISEN1982,FEELINGSTATESAREGENERAL,PERVASIVE,ANDOCCURFREQUENTLY,ANDDONOTUSUALLYINTERRUPTONGOINGBEHAVIORFEELINGSTATESORMOODSAREDISTING
8、UISHEDFROMEMOTIONS,WHICHAREUSUALLYMOREINTENSE,OBVIOUS,ANDARESAIDTOINVOLVEACOGNITIVECOMPONENTANUMBEROFSTUDIESHAVESHOWNTHATMOODHASANIMPACTONATTITUDESANDBEHAVIORONEUSEFULFRAMEWORKFORINTEGRATINGAFFECTANDEMOTIONALCOMMUNICATIONINFLUENCESISTHATOFCENTRALANDPERIPHERALINFORMATIONPROCESSINGCENTRALANDPERIPHERAL
9、PROCESSINGPETTY,CACIOPPO,ANDSCHUMANNSREVIEWOFRESEARCHINPSYCHOLOGYANDCONSUMERPSYCHOLOGY1983CONCLUDESTHATNEITHERCENTRALNORPERIPHERALINFORMATIONPROCESSINGALONECANEXPLAINTHEDIVERSITYOFATTITUDECHANGERESULTSOBSERVEDTHECRITICALFEATUREOFTHECENTRALROUTEVIEWSATTITUDECHANGEASRESULTINGFROMDILIGENTCONSIDERATIONO
10、FINFORMATIONAPERSONVIEWSASCENTRALTOTHEMERITSOFANISSUEOFPRODUCTRESEARCHFOLLOWINGTHISROUTEFOCUSESONTHEFAMILIARTOPICSOFCOGNITIVECONSISTENCY,COGNITIVEALGEBRA,PERCEPTION,LEARNING,RETENTION,ANDASERIESOFRELATEDISSUESPETTY,ETALHAVEPRESENTEDRESEARCHANDARGUMENTSSUPPORTINGTHERELEVANCEOFCENTRALROUTEPROCESSINGOF
11、INFORMATIONUNDERCONDITIONSOFHIGHINVOLVEMENTTHEYCONTRASTTHISAPPROACHWITHAMOREPERIPHERALROUTE,INWHICHATTITUDECHANGEISDUETOTHEPRESENCEOFSIMPLEPOSITIVEORNEGATIVECUES,ORSIMPLEDECISIONRULES,ANDATTITUDESARELESSAFFECTEDBYISSUERELEVANTARGUMENTSINBOTHROUTES,INFORMATIONORSTIMULIMAYBECONVEYEDVISUALLY,VERBALLY,O
12、RINSOURCE/MESSAGECHARACTERISTICSWHATDISTINGUISHESTHEROUTESEEMSTOBETHEAMOUNTOFCONSCIOUSINFORMATIONPROCESSING,WEIGHINGOFEVIDENCE,ANDTHELIKEITISBELIEVEDTHATPERIPHERALPROCESSINGISLIKELYUNDERCONDITIONSOFLOWCOGNITIVEINVOLVEMENT,ASTHELOWERMOTIVATIONTOPROCESSINFORMATIONVIATHECENTRALROUTEMAYEVOKESIMPLERHEURI
13、STICSANDCUESTOATTITUDEFORMATIONPETTYETAL1983AFFECTANDBEHAVIORCONDITIONINGVIAPERIPHERALPROCESSINGASTREAMOFCONDITIONINGRESEARCHINWHICHDIRECTTRANSFEROFAFFECTORLIKINGRESULTSFROMMESSAGEEXECUTIONTACTICSSUCHASMUSIC,HUMOR,VISUALIMAGERY,COLOR,ANDSEXHASBEENSHOWNTOINFLUENCECONSUMERSFEELINGSTATESEGGORN1982WATSO
14、NANDRAYNER1920THISRESEARCHSUGGESTSTHATPAIRINGACONDITIONEDSTIMULUSABRANDWITHANUNCONDITIONEDSTIMULUSEG,MUSIC,HUMORPRODUCESEMOTIONALRESPONSESWHICHMAYTHENBEASSOCIATEDWITHTHEBRANDHERE,ATTITUDECHANGEISALLEGEDTOHAVEOCCURREDDUETOTHEPRESENCEOFSIMPLEPOSITIVEORNEGATIVECUES,WITHOUTTHENECESSITYOFINTERVENINGCOGNI
15、TIVEREACTIONSINFACT,MANYHAVEARGUEDFORAND/ORDEMONSTRATEDBEHAVIORALCHANGEDUETOCONDITIONINGSTIMULI,EVENWITHOUTATTITUDEORPREFERENCECHANGEKROEBERRIEL1984,ALLENANDMADDEN1985STAATSANDSTAATS1957ZAJONC1968ZAJONC,MARKUS,ANDWILSON1974THISMAYBEESPECIALLYRELEVANTTONONINFORMATIONAL,LOWINVOLVEMENTADS,WHERETHEREISM
16、INIMALMOTIVATIONFORCOGNITIVEPROCESSING,ANDTHEGOALISTOLEAVECONSUMERSWITHAFAVORABLEBUTNOTNECESSARILYCONSCIOUS“FEELING“TOWARDTHEPRODUCTWHENAPRODUCTDOESNOTPOSSESSOBJECTIVEADVANTAGES,ANDISASIMPLEPRODUCTWITHFEWATTRIBUTES,PERSUASIONMAYBEMORESUCCESSFULBYUSINGBACKGROUNDFEATURESSUCHASVISUALIMAGERYORMUSICBATRA
17、ANDRAY1983INADDITION,VISUALANDOTHERNONVERBALASPECTSOFANADFITINWELLUNDERLOWINVOLVEMENTCONDITIONSBECAUSETHEYAREEFFECTIVEINGENERATINGFEELINGS,ANDBECAUSETHEYAREMOREEASILYANDQUICKLYPROCESSEDTHANVERBALSTIMULIZAJONC1980PAIVIO1971ONTHEOTHERHAND,THEREISDIVERSITYOFOPINIONWHETHERFEELINGSAUTOMATICALLYTRANSFERBE
18、TWEENSTIMULIAFFECTIVECONDITIONING,ORIFAFFECTIVESTATESCANINFLUENCEATTENTIONANDPERCEPTIONBYAFFECTINGAUDIENCESMOODSANDPROMPTCOGNITIVEACTIVITYATTHISPOINTNODEFINITECONCLUSIONSCANBEMADEWHETHERORNOTCOGNITIONSAREINCLUDEDINORIGINALAFFECTIVEREACTIONS,ALTHOUGHTHEASSERTIONTHATCOGNITIVEPARTICIPATIONISNOTNECESSAR
19、YFORTHEOCCURRENCEOFAFFECTHASBEENMADEZAJONC1980ZAJONCANDMARKUS1982ANDKROEBERRIEL1984ANDCOUNTEREDBYOTHERSLAZARUS,1982,1984TSAL1985WHEREFEELINGSARECONCERNED,THERECANBEARGUMENTSSUPPORTINGTHEIREFFECTSCOMINGTHROUGHCENTRALASWELLASPERIPHERALPROCESSINGINDEED,BOTHPROCESSINGROUTESMAYBEINVOLVEDTOONEDEGREEORANOT
20、HER,LEADINGTOVARIATIONSINTHERESULTINGPATTERNSOF“STIMULUSPERCEPTIONSBELIEFSATTITUDEBEHAVIORALINTENTIONBEHAVIOR“AVIEWOFTHISPHENOMENONFROMAMOODPERSPECTIVEISPRESENTEDNEXTMOODEFFECTSONEVALUATIONANDBEHAVIORRESEARCHHASSHOWNTHATMOODSTATESHAVEANIMPORTANTINFLUENCEONBEHAVIOR,EVALUATION,ANDRECALLGARDNER1985WHIL
21、ETHISGENERALCONCLUSIONMAYNOTHOLDINALLCASES,GARDNERNOTESTHATMOODSTATESAPPEARTOBIASEVALUATIONSANDJUDGMENTSINSIMILARDIRECTIONSTOMOOD,ANDSHEREVIEWSSTUDIESDETAILINGTHISPROCESSTHEASSOCIATIONBETWEENMOODSTATESANDAFFECTIVERESPONSES,JUDGMENTS,ANDBEHAVIORCANBESEENASBOTHDIRECTANDINDIRECTADIRECTAFFECTIVEREACTION
22、MAYBEVIEWEDASACONDITIONEDRESPONSEWHENTHEREAREDIRECTLINKAGESINASSOCIATIONSINMEMORYBETWEENMOODSTATESANDAFFECTIVEREACTIONSGRIFFITTANDGUAY1969,ANDMOODSTATESANDBEHAVIORSEEGARDNER1985FORREFERENCESINDIRECTASSOCIATIONSBETWEENFEELINGSTATESANDAFFECTIVERESPONSESAND/ORBEHAVIORINCLUDETHEINFLUENCEOFINFORMATIONPRO
23、CESSING,ORCOGNITIVEACTIVITYMOODMAYAFFECTEVALUATIONSBYEVOKINGMOODCONGRUENTTHOUGHTSANDAFFECTTHEPERFORMANCEOFTHEBEHAVIORBYINCREASINGTHEACCESSIBILITYOFPOSITIVEASSOCIATIONSTOTHEBEHAVIORCLARKANDISEN1982GOLDBERGANDGORN1987ISENETAL1978TOTHEEXTENTTHATASSOCIATIONSAREDIRECTANDINVOLVELITTLECONSCIOUSINFORMATIONP
24、ROCESSING,MOODSEFFECTSMAYBESEENASVIATHEPERIPHERALROUTEINDIRECTASSOCIATIONSMAYOPERATEVIATHECENTRALROUTEWHENOTHERSALIENTCUESAREPROCESSEDTOYIELDATTITUDESINAMANNERAFFECTEDBYMOODTHELIKELIHOODTHATAHOSTOFBEHAVIORSMAYBEPERFORMEDAPPEARTOBEENHANCEDBYPOSITIVEMOODSGARDNER1985NEGATIVEMOODSEFFECTSONBEHAVIORMAYBEM
25、ORECOMPLEXTHANTHEEFFECTSOFPOSITIVEMOODSISEN1984DONNERSTEIN,DONNERSTEIN,ANDMUNGER1975CIALDINIANDKENRICK1976FOREXAMPLE,HELPINGMAYBEENHANCEDBYSOMENEGATIVEMOODSTATESSUCHASSADNESSBAUMANN,CIALDINI,ANDKENRICK1981ANDNOTBYOTHERSSUCHASFRUSTRATIONTHISMAYBEDUETOSOMEEVIDENCETHATNEGATIVEMOODSTATESARENOTASHOMOGENE
26、OUSASPOSITIVEONESISEN1984,ANDTHATBEHAVIORSSEENTOREVERSEUNPLEASANTMOODSTATESEG,HELPINGMAYOVERCOMETENDENCIESTOENACTMOODCONGRUENTBEHAVIOREG,WITHDRAWALMOODSCANBEAFFECTEDBYMANYDIFFERENTVARIABLESGARDNERANDVANDERSTEEL1984DISCUSSSTUDIESOFINDEPENDENTVARIABLESFOUNDTOINDUCEMOODSTATESALTHOUGHMUCHWORKHASBEENACCO
27、MPLISHEDINTHESTUDYOFMOODINDUCTION,THEREREMAINSANEEDFORMORETHEORYREGARDINGTHEREASONSWHYCOMMUNICATIONSANDOTHERINDUCERSINFLUENCEMOODSINVIEWOFTHEFACTTHATMUSICISACOMMONELEMENTINCOMMERCIALS,ANDONEWHICHHASALONGHISTORYOFMOODINDUCEMENTINAVARIETYOFCONTEXTS,THENEXTSECTIONWILLBRIEFLYREVIEWHOWMUSICHASBEENUSEDASA
28、NINDEPENDENTVARIABLETOEFFECTMOODS,ASWELLASOTHERDEPENDENTVARIABLESOFINTERESTTOMARKETERSADDITIONALREFERENCES,ACOMPARATIVEEXHIBITFORTHESESTUDIES,ANDMETHODOLOGICALDETAILSAREAVAILABLEFROMTHEAUTHORSMUSICEFFECTSMUSICHASBEENUSEDINCONSUMERBEHAVIORRESEARCH,ASWELLASCOMMUNICATIONS,PSYCHOLOGYANDMUSICTHERAPYRESEA
29、RCHTODETERMINEITSEFFECTSONBEHAVIOR,PREFERENCE,ANDMOODRESEARCHINVESTIGATINGMUSICEFFECTSMAYBEDIVIDEDINTOTHOSEWHICHANALYZEDAND/ORMANIPULATEDTHESTRUCTURALANDTHESOUNDELEMENTSOFMUSICANDTHOSEWHICHDIDNOTSTRUCTURALELEMENTSREFERTOTHEPROPERTIESMAKINGUPMUSICALSOUNDSUCHASMELODY,RHYTHM,HARMONY,MAJORORMINORMODALIT
30、Y,DYNAMICS,ANDTEMPONONSTRUCTURALMUSICALSTUDIESGORN1982SUGGESTSTHATPERIPHERALINFLUENCESSUCHASBACKGROUNDMUSICUSEDINCOMMERCIALSMAYBECOMEASSOCIATEDWITHTHEADVERTISEDPRODUCTINMEMORYEVENIFNOTCONSCIOUSLY,ANDINFLUENCEPRODUCTCHOICETHROUGHCLASSICALCONDITIONINGMEREEXPOSUREDIDNOTLEADTOLIKING,WHICHAPPARENTLYDEPEN
31、DEDONWHETHERTHETARGETPRODUCTWASPRESENTEDWITHLIKEDVSDISLIKEDMUSICGORNSSECONDEXPERIMENTSUPPORTEDHISHYPOTHESISTHATWHENSUBJECTSWERENOTINADECISIONMAKINGMODE,THECOMMERCIALSIMPACTAPPEAREDTOBEMOREINFLUENTIALINITSAPPEALWHENPRESENTEDWITHMUSICALBACKGROUNDASOPPOSEDTOPRODUCTINFORMATIONHECONCLUDEDTHATTHROUGHCLASS
32、ICALCONDITIONING,THEPRODUCTBECOMESASSOCIATEDWITHTHEPOSITIVEFEELINGSOFLIKEDMUSICBIERLEY,MCSWEENEY,ANDVANNIEUWKERK1985EXTENDEDGORNSSTUDIESPREFERENCERATINGSFORSTIMULITHAT“PREDICTED“PRECEDEDPLEASANTMUSICWERESIGNIFICANTLYGREATERTHANPREFERENCERATINGSFORSTIMULITHATPREDICTEDTHEABSENCEOFMUSICINANOTHEREXTENSI
33、ONOFGORNSWORK,RESEARCHERSQUESTIONEDTHETHEORYOFAFFECTIVECONDITIONINGANDSUGGESTEDTHEMOODPOSITIONTHEORYOFBOWER1981ANDISEN1984ASAPOSSIBLEEXPLANATIONALLENANDMADDEN1985RESULTSINDICATEDTHATTHEREWASANINTERACTIONBETWEENSUBJECTSTHOUGHTPROCESSESANDTHEMOODSINVOKEDBYTHE“BACKGROUND“STIMULUSINTHEADINTHEIRCASE,LIKE
34、DVSDISLIKEDHUMORMUSICINADVERTISINGSPOSSIBLEEFFECTSONAUDIENCEMOODSMAYTHUSCOMPLICATETHEEFFECTSOF“SIMPLE“CONDITIONINGBYTHEMUSICPARKANDYOUNG1986EXTENDEDTHISWORKBYEXAMININGTHEIMPACTOFMUSICVSNOMUSICONATTITUDETOWARDTHEBRAND,THEAD,ANDBEHAVIORALINTENTIONUNDERCONDITIONSOFHIGHCOGNITIVE,HIGHAFFECTIVE,ANDLOWINVO
35、LVEMENTTOWARDSTHEADVERTISINGSITUATIONUNDERHIGHCOGNITIVEINVOLVEMENT,THEYFOUNDMUSICTOBEADISTRACTION,LOWERINGTHESEDEPENDENTVARIABLESCORES,BECAUSEITWASUNRELATEDTOATTRIBUTEBASEDMESSAGECONTENTSINTHELOWINVOLVEMENTCONDITION,THEYFOUNDTHATMUSICWHICHHADBEENPRECEDENTEDASPOPULARANDLIKEDWASASSOCIATEDWITHMOREPOSIT
36、IVEATTITUDESTOWARDSTHEBRANDTHANWASNOMUSICUNDERHIGHAFFECTIVEINVOLVEMENT,THEEXPECTEDPOSITIVEEFFECTOFMUSICONBRANDATTITUDEWASNOTFOUND,PROBABLYBECAUSETHEMUSICSELECTEDDIDNOTREALLYFITTHEIMAGEOFTHEPRODUCTANDAFFECTIVETHEMESINCEMANYCOMMERCIALSAREVIEWEDINSITUATIONSWHICHINVOLVECONSUMERSWHOAREINTERESTEDINTHEPROG
37、RAMS,ANDNOTINTHECOMMERCIALS,THEAUDIENCEMAYBELARGELYCOMPRISEDOFPOTENTIALLYUNINVOLVED,NONDECISIONMAKINGCONSUMERSRATHERTHANCOGNITIVELYACTIVEPROBLEMSOLVERSINTHISCONTEXT,EMOTIONALLYAROUSINGCOMPONENTSSUCHASMUSIC,COLORS,ORLIGHTINGMAYEXERTSTRONGBUTSUBTLEINFLUENCEONVIEWERSPRODUCTATTITUDESANDCHOICESSOMEOFTHIS
38、IMPACTMAYCOMEVIAASSOCIATIONSCONDITIONEDANDLINKEDTOTHEADVERTISEDPRODUCTSOTHERSMAYCOMETHROUGHANINDIRECTROUTERESULTINGFROMMUSICSINFLUENCEFOREXAMPLEONRESPONDENTSMOODANDOTHEREMOTIONALRESPONSES,WHICHINTURNAFFECTINFORMATIONPROCESSINGANILLUSTRATIONOFMUSICSPOWERTOAFFECTSUBJECTSEMOTIONALRESPONSESWASREPORTEDIN
39、ASTUDYBYRHONERANDMILLER1980,WHERESEDATIVEMUSICSHOWEDATRENDTODECREASEANXIETYSUBJECTSHADGREATERAFFECTIVEAROUSAL,PERSUASIONAFFECT,ANDATTITUDINALACCEPTANCEOFTHESONGSMESSAGEWITHGUITARACCOMPANIMENTTHANWITHOUTGUITARACCOMPANIMENTGALIZIOANDHENDRICK1972THUSCHANGESINTHEPRESENTATIONOFMUSICINFLUENCEDSUBJECTSRESP
40、ONSES出处JUDYIALPERT,MARKIALPERT1989,ADVANCESINCONSUMERRESEARCHVOLUME16,EDSTHOMASKSRULL,PROVO,UTASSOCIATIONFORCONSUMERRESEARCH,PAGES485491标题背景音乐作为一种影响在消费者情绪和广告反响中摘要消费者对广告的情感及情绪上的反应已经受到消费者研究人员进一步的关注。影响消费者反应的一个主要因素是商业广告中伴随着的背景音乐。本文从音乐理论的视角，阐释了音乐的结构因素在影响观众反应所起的作用，并突出了主要的调查结果，这些调查结果是与人们对音乐的情绪反应密切相关的。一项研究表
41、明，背景音乐可能会影响观众的情绪及购买意向，但并不一定影响认知能力。未来的研究及推广的方向正在探讨中。简介该论文分析了音乐与消费者的情绪、态度及行为的关系。营销学杂志中有这样一篇论文（作者GORN，1982）。这篇文章从经典性条件反射的视角研究音乐的影响，并激发了人们对商业广告和商店的“背景元素”的新兴趣。GORN及众多学者在音乐影响消费者反应的课题上提供了理论和经验上的深刻理解。现在这篇论文将在GORN和这些学者的基础上进行探讨，合作。该论文的目的如下第一，回顾与音乐及其他非语言对情绪影响有关的概念基础；回顾信息和认知与非认知方式对买方行为影响对比的理论。第二，拓展对现有的研究结果，调查背景
42、音乐是否会影响情绪，及广告效应的基本措施。第三，开始追溯一些原理用于预测这些影响，并解释广告中的音乐内容。第四，提供一些有效建议，可以创造出影响人们情绪和选择商品的音乐影响。第五，为未来的研究广告的音乐内容及影响指明方向。理论基础及文献综述在最近的评论（参考GARDNER1985）中，情绪被定义为一种易逝的，暂时的感情状态，通常不强烈，与具体的行为无关。情绪可以是积极地或是消极的，例如兴奋，平静，罪疚感，沮丧。CLARK和ISEN1982认为，感觉状态是普遍的，并且经常发生，但通常不会干扰正在进行的动作。感觉状态或情绪不同于情感。情感通常更强烈，更明显，它与认知的成分有关。许多研究结果表明情绪
43、影响着态度和行为。一个有效的整合感情和情感交流影响的架构需要具备中央和外围信息处理过程。PETTY,CACIOPPO和SCHUMANN在心理学和消费者心理学方面的研究论述表明中央或外围信息都不能用来单方面解释所观察的到的态度转变的多样性。中央路线的主要特征是把态度的转变看做是由对信息的不断考虑产生的，一个被人看做是产品问题的真相的中心。根据这条线路，主要研究一些熟悉的话题。例如认知一致性，认知代数，感知，学习能力，记忆力和一系列有关的问题。PETTY等人表示在高介入状态下，研究结果和参数支持信息的中心路线处理的关联性。他们对比了中心路线与外围路线。在外围路线中，态度的转变取决于简单的积极或消极
44、暗示的存在，或是一些简单的决策规则。这些态度基本上不会被与问题相关的参数所影响。在两条路线中，信息或刺激物可能通过视觉上的，口头上的，来源或信息的特征来传达。用来区别线路的似乎是有意识的信息处理的数量，证据的分量，或是类似的东西。可以确信的是，外围的处理过程可能是在低认知介入的条件下进行。通过中央路线用较少的推动力去处理信息，可能激发更简单的启发法和暗示，从而形成态度。通过外围处理的情感和行为调节一系列的条件限制研究表明由信息执行策略导致的情感（或喜好）的直接转移会影响消费者的感觉状态，这些策略包括音乐，幽默，视觉图像，颜色以及性参考GORN1982WATSONANDRAYNER1920。该项
45、研究表示对比一个条件刺激（牌子）和非条件刺激（如音乐，幽默感）产生的情感反应可能与这个牌子有关。这种情况下，发生态度改变的原因是简单的积极或消极暗示的存在，这并不需要介入认知的反应。事实上，许多人认为行为改变是因为条件刺激，而不是态度或喜好的转移参考KROEBERRIEL1984,ALLENANDMADDEN1985STAATSANDSTAATS1957ZAJONC1968ZAJONC,MARKUS,ANDWILSON1974。这与非信息，低介入的广告息息相关。这些广告的主要目的不是加深人们对产品的认知而是给消费者留下对产品喜爱的（非有意识的）“感觉”。当一个产品不占任何客观优势，只是一件普通
46、的商品，那么利用一些视觉图像或音乐这样的背景特征会对消费者产生更大的说服力参考BATRAANDRAY1983。此外，在低介入的条件下，更适合利用一个广告的视觉和其他非语言方面。因为它们更能有效地使消费者产生感觉，也比口头刺激更容易处理。（参考ZAJONC1980PAIVIO1971）另一方面，感觉是否能自动转化为刺激（情感调节）；情感状态是否能通过影响观众的情绪来影响注意力和知觉，加速认知的活动能力。对于这些问题，人们的观点不一。对于认知是否包含于原始的情感反应，没有一个确切的结论。尽管有评论认为情感的发生不一定需要认知的参与（参考ZAJONC1980ZAJONCANDMARKUS1982及K
47、ROEBERRIEL1984），而与其他因素有关参考LAZARUS,1982,1984TSAL1985。在涉及感情的方面，无论是中央还是外围处理，都有论据来支持他们的效果。确实，两种处理路线都可能从某种程度促使这一变化模式“刺激感知信念态度行为导向行为”以下将从情绪的角度来分析这一现象。对价值取向和行为的情绪效应研究表明情绪状态对行为，价值和回忆有着深远的影响参考GARDNER1985。虽然这一结论能在很多例子中站得住脚，但GARDNER注意到情绪状态似乎会使价值取向和判断力发生偏差。在她的研究综述中详细地描述了这一过程。情绪状态和情感反应，判断力以及行为的联系可以被认为是直接和间接的。一个直
48、接的情感反应被看做是有条件的情感反应，当在情感状态和情感反应的记忆中参考GRIFFITTANDGUAY1969，在情感状态和行为的记忆中参考GARDNER1985有一些直接的联系的时候。感觉状态和情感反应或行为的间接联系包括信息加工或认知能力的影响。情绪能通过激发与情绪相一致的思想影响价值取向。它也能通过增加对行为积极联系的可及性来影响行为的表现参考CLARKANDISEN1982GOLDBERGANDGORN1987ISENETAL1978。就这种程度来说联系是直接的并且几乎不涉及有意识的信息加工，情绪通过外围路线起作用。间接联系会通过中心路线运行，当其他突出的线索被处理，使之在某种程度上受
49、情绪影响服从于态度。许多行为表现出来的可能性好像被积极的情绪提升参考GARDNER1985。负面情绪对行为的影响可能比积极情绪所带来的影响更复杂。参考ISEN1984DONNERSTEIN,DONNERSTEIN,ANDMUNGER1975CIALDINIANDKENRICK1976举例来说，无助感可能会因为一些负面情绪状态比如伤心而加增参考BAUMANN,CIALDINI,ANDKENRICK1981，但是挫败感不会加增无助感。这可能是因为负面情绪状态本质上不同于积极情绪状态参考ISEN1984。为了转变不愉快的情绪状态（如无助感）而带出的行为，可能会帮助人们克服顺着情绪所表现出来的行为。（如撤回）。介于情绪受很多不同变量的影响。GARDNER和VANDERSTEEL1984认为，探讨了一些会诱导情绪状态的自变量的研究。尽管在情绪感应的研究中完成了许多著作，但是关于为什么沟通（或者其他诱导物）会影响情绪，我们需要更多的理论支持。考虑到音乐是商业广告的共同要素这一事实，并且音乐在各种环境中拥有很长的情绪诱导。在下一节中，将会简单地论述音乐如何被用作一个自变量来影响情绪，以及其他有关卖主利益的变量。作者们还将提供一些额外的对这些研究相当有意义的参考文献和方法论的细节。音乐效应音乐不只在消费者行为研究中被运用，也在沟通，心理学和音乐治疗研究被
