Music influence on mood and purchase intentions

Mood and emotional elements of advertising and consumer response have re-ceived increasing attention from practitioners and scholars in recent years. Among the various sources of mood induction is the frequently used practice of accom-panying commercial messages with background music. This paper extends mar-keting's discussion of the role of music in influencing audiences, by using music theory to analyze and investigate the effects of music's structural profiles on consumers. The experiment's results indicate tha! music may have significant impact on audience moods and purchase intentions, without necessaniy affecting intervening cognitions