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| Tekijä: | Shen, Y. C. Chen, T. C. |
| Otsikko: | When East meets West: the effect of cultural tone congruity in ad music and message on consumer ad memory and attitude |
| Lehti: | International Journal of Advertising
2006 : VOL. 25:1, p. 51-70 |
| Asiasana: | advertising consumer behaviour music |
| Kieli: | eng |
| Tiivistelmä: | This study examines how cultural tone incongruity in an ad's message and its music affects consumer ad memory and attitudes towards the ad. Results show that an ad with culturally incongruent background music streghtens consumer memory of the ad when compared with the same ad with culturally congruent music. This effect is stronger in high-attention consumers than in low-attention consumers. Moreover incongruity causes retroactive memory interference for the ad immediately preceding the target ad. |
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