| Author: | Hahn, M. Hwang, I. |
| Title: | Effects of tempo and familiarity of background music on message processing in TV advertising: A resource-matching perspective |
| Journal: | Psychology & Marketing
1999 : DEC, VOL. 16:8, p. 659-675 |
| Index terms: | TELEVISION ADVERTISING MUSIC CONSUMER BEHAVIOUR PSYCHOLOGY |
| Language: | eng |
| Abstract: | Effects of tempo and familiarity of background music in TV advertising are examined here. The paper predicts an inverted U-shaped relationship between the tempo and message recall, based on the resource matching rationale stating that processing of a message is maximised when the resources demanded by the processing task match those people are able to make available. The predicition is fully supported when familiar music is used but not when unfamiliar music is used. |
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