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Considering that higher levels of perceived value lead to higher levels of consumer satisfaction and, in turn, greater levels of consumer purchase intention, many marketers have turned their attention to delivering superior value to consumers. Given the importance of consumers' perceived value in marketing practice, researchers have made an effort to find possible antecedents that determine consumers' perceived value. Among those antecedents, extrinsic cues and perceived quality have received most attention from marketing researchers as determinants of perceived value. Furthermore, based on the idea that perceived quality may mediate the relationship between extrinsic cues and perceived value, researchers have been interested in examining a mediating role of perceived quality.Although Teas and Agarwal (2000) tested the aforementioned mediating effect, they provided limited

PurposeThe purpose of this study is to examine the effect of background music on consumer's psychological and physiological responses when watching sports advertisements. We investigated how consumers' exposure to background music affects emotional arousal, attention, brand attitude and purchase intentions; and further tested consumers' information processing by using the same measures. Effects of music on viewer responses were hypothesized using arousal theory while the information processing was hypothesized using hierarchy-of-effects model.Design/methodology/approachWe employed a between-subjects experimental design with random assignment. Fifty-four participants were recruited with 27 in an experimental group and 27 in a control group. Quantitative electroencephalogram (qEEG) and self-report measures were used to assess information processing. A multivariate analysis of covariance was conducted to compare the mean differences of variables between the groups. Partial least squares algorithm and bootstrapping were performed to further explore the relationships among the measures.FindingsMean differences indicated that the background music exposed group's emotional arousal, attention, brand attitude and purchase intention were significantly higher than those of the non-exposure group. Path analysis showed that the level of arousal induced by watching sports advertisements affected attention, attention affected brand attitude and brand attitude affected purchase intention. Indirect paths from arousal to brand attitude and attention to purchase intention were significant.Originality/valueThis study provides practical implications for sports marketers regarding methods to increase the effectiveness of sport advertisement. Results might contribute theoretically to the sports advertisement field by demonstrating the relationship between physiological and marketing-effect factors. Our method of measuring physiological response using qEEG is also expected to influence physiological measurement in sports marketing.

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