Linking Theories of Emotion-Induction to Applications in Audio Branding

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Abstract

This article presents an overview of recent theoretical and empirical work on emotion, music, and corresponding links to applications in au- dio branding. Theoretical mechanisms explaining emotional effects of music will be described, including cognitive appraisal, brain stem re- flexes, rhythmic entrainment, musical expectation, emotional contagion, visual imagery, conditioning, and episodic memory (Juslin Västfjäll, 2008, 2010). Furthermore, it will present research testing these mecha- nisms and aims to illustrate how this scientific knowledge may be ap- plied to audio branding using musical elements as emotion-inducing stimuli.
Original languageGerman
Title of host publicationAudio Branding Yearbook 2012-2013
EditorsK. Bronner, R. Hirt, C. Ringe
Place of PublicationBaden-Baden
PublisherNomos
Pages155-166
Number of pages12
ISBN (Print)978-3832978785
Publication statusPublished - 2013

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