TY - GEN 
AU - Lourenço C.J.S.
AU - Isabella G.
AU - Verbeke W.
AU - Vo K.
AU - Dimoka A.
AU - Bagozzi R.P.
PY - 2023
SN - 7426046
UR - http://hdl.handle.net/10818/59941
AB - We propose that the positive effect of coming-of-age songs on ad effectiveness arises from a mediation process where the music-evoked interpersonal memories of growing up stored in the brain and their accompanying emotions inevitably play a role, but...
PB - Psychology and Marketing
KW - Advertising effectiveness
KW - Attachment styles
KW - Memories and emotions
KW - Music
KW - Unaided Brand Recall
TI - How songs from growing up and viewers' attachment styles affect video ads' effectiveness
DO - 10.1002/mar.21725
ER -