1. Music and effects
French and German wine
Prepared by J. Scott Armstrong (details on him at jscottarmstrong.com).
Please inform Scott about errors and also make suggestions (armstrong@wharton.upenn.edu)
Scott has taken these slides from adprin.com, a site that he founded. That site contains interactive versions of these
slides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.

2. French and German wine
You go to a supermarket. While there, you walk past
a wine display with German and French wine.
German music is playing. Would this make you
more likely to purchase German wine?
Go to the next slide to see how it influenced others in
an experiment.
Adapted from AdPrin.com 2

3. If German music, twice as much German wine.
If French music, five times as much French wine.
When asked why, only 2% mentioned music, and
86% said music had no influence on their choice
(North, Hargreaves, and McKendrick 1999).
If music or effects are used, make them relevant
to the product(10.3.2).
For more information, go to AdPrin.com

4. Application
Based on this exercise, write a small application step for
yourself, and set a deadline, preferably within one week. If you
are working with someone else, share your application plan and
the results of your application.
Review some of your TV commercials for high-involvement
products. Did they use music? If so, was it relevant to the
product?
Adapted from AdPrin.com