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| Author: | Kellaris, J. J. Cox, A. D. Cox, D. |
| Title: | The effect of background music on ad processing. A contingency explanation (Hintergrundmusik, Fernsehwerbung, Rundfunkwerbung) |
| Journal: | Journal of Marketing
1993 : OCT, VOL. 57:4, p. 114-125 |
| Index terms: | |
| Freeterms: | WERBEFORSCHUNG |
| Language: | eng |
| Abstract: | Music is an increasingly prominent and expensive feature of broadcast ads, yet its effects on message reception are controversial. The authors propose and test a contingency that may help resolve this controversy. Experimental results suggest that message reception is influenced by the interplay of two musical properties: attention gaining value and music message congruency. Increasing audience attention to music enhances message reception when the music evokes message congruent (versus incongruent) thoughts. |
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