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    The impact of musical fit and sound design on consumers’ perception of a luxury car ad by Sze Yeoh, JP, Han, MG, Spence, C

    Published 2023
    “…The results revealed that participants perceived the car’s power, driving excitement and engine technology to be highest when the ad was paired with sound effects. Meanwhile, participants perceived the car to be most elegant and indicated the highest price for the car when the ad was paired with classical music. …”
    Journal article
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