Music consumption in advertising and how it influences the affective attitude : a Malaysian perspective / Mohammad Hasrul Abdul Rahman

The purpose of this study is to investigate whether the music consumption in advertisement; with a specific focus in Malaysia, are influencing the consumer attitude or did it change the consumer's behavior, since it become a major trend nowadays with every marketers looking forward towards relating their products and music. The study will involve the Malaysia consumers in measuring their attitude towards a specific advertisement. The research intended to comply the argument that stated later in the paperwork by Murray & Murray (1996), different countries have systematic difference of information carried in different countries on accepting the music in advertisement. Using questionnaire, the research will investigate the respondent affective attitude regarding the music use in advertising, based on the model of consumer response to music in advertising (listening situation, musical stimulus, and listener characteristic) by Lantos & Cranton (2012).