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611 – 20. MacInnis DJ, Park CW. The differential role of characteristics of music on high- and low-involvement consumers’ processing of ads. J Consum Res 1991;18(September):161 – 73. North AC, Hargreaves DJ, McKendrick J. The influence of in-store music on wine selections. J Appl Psychol 1999;84(February):271 – 6. Park CW, Young MS. Consumer response to television commercials: the impact of involvement and background music on brand attitude formation. J Mark Res 1986;23(February):11 – 24. Petty RE, Cacioppo JT, Schumann D.
The point is made that in a negative emotional ad there is a higher level of activity involvement than with positive ads, where people are in a good mood, have positive thoughts, and want to stay that way with minimum elaboration. It may be likely that both the sad purchase situation and sad music manipulation resulted in more moderate levels of elaboration, leading to higher scores in purchase intentions. In addition, this particular example of a negative emotion and its resolution has high social approval and would increase motivation to purchase a card.
Television is an example of a delivery medium with external pacing. The advertiser controls the speed of information transfer and the order of the information items in a TV ad. Because of its transient character, television is poor on documentation, that is, it does not facilitate consumers to keep the presented information, such as prices, telephone numbers, and Internet addresses. On the other hand, it is expected that television, as a delivery medium that uses multiple sensory modes, has cognitive impact even on low or uninvolved consumers (Buchholz and Smith, 1991).