Anxiety, Sadness, and Emotion Specificity:The Role of Music in Consumer Emotion and AdvertisementEvaluation

Although music could diversely influence consumer judgment process and behavior, it is stillunclear whether music can evoke discrete emotions on consumers and influence consumer evaluationtoward certain advertisements. This research proposes that music could evoke sad and anxiousemotion on consumers; subsequently, consumers would regulate their negative emotions in accordanceto their emotion orientations: Consumers who feel sad would show high evaluation towardhappy-themed advertisement, while consumers who feel anxious would show high evaluation towardcalm-themed advertisement. This paper concludes with the discussion of theoretical and practicalimplications and conclusion of this study.