Musical influences in advertising: how music modifies first impressions of                 product endorsers and brands

Zander, Mark F.

doi:10.1177/0305735606067158

Cited by 70 publications

(58 citation statements)

References 28 publications

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“…music that is perceived as pleasant can create a pleasing feeling toward the brand), others have failed to obtain this effect (e.g. Gorn, 1982;Zander, 2006). Research on music-message fit (Alpert and Alpert, 1991;MacInnis and Park, 1991) suggests that creating new associations between music and brand should be easiest with a strong fit of the music to the message and brand image.…”

Section: Cognitive Componentsmentioning

confidence: 99%

Attitude toward the advertising music: an overlooked potential pitfall in commercials

Craton

Lantos

2011

Journal of Consumer Marketing

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Purpose -The purpose of this paper is to identify the causes and implications of potential negative consumer response to music in broadcast commercials. It aims to accomplish this by introducing a new consumer response variable, attitude toward the advertising music (A am ) and relating A am 's components to advertising goals. It also aims to propose that A am is a significant component of attitude toward the ad (A ad ). Design/methodology/approach -The paper takes the form of an integrative review of the relevant literatures in the psychology of music, consumer marketing, and advertising to formulate A am . Findings -Favorable A am is a necessary but insufficient condition for favorable A ad in ads employing music. Furthermore, a negative A am might cause a negative A ad . Given the numerous possible negative responses to music in a TV or radio commercial, achieving a favorable A am among most target audience members is very challenging, especially when music-message fit is lacking. Practical implications -The paper offers cautionary advice for advertisers using music and directions for future research. Originality/value -The paper provides a novel integration of literatures in psychology and marketing/advertising. Whereas most scholars and practitioners assume that music adds value to commercials, the authors demonstrate key ways in which music can cause adverse listener reactions.

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Section: Cognitive Componentsmentioning

confidence: 99%

Attitude toward the advertising music: an overlooked potential pitfall in commercials

Craton

Lantos

2011

Journal of Consumer Marketing

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“…In regard to musical styles or genres researchers have not found any factors that decrease or increase the attitude towards the advertisement or recall of the product or brand. But the genre significantly influences a recipient's impressions of the promoted product (Zander et al, 2010;Zander, 2006) and the perceived mood (for example happy versus sad) of the applied music has an impact on (Alpert et al, 2005). The effects of musical characteristics (for example, tempo, loudness, or mode) were examined in various studies but results were often contradictory (for an overview of the results see Schramm & Spangardt, 2016).…”

Section: Advertising With Musicmentioning

confidence: 99%

Research trends on music and advertising

Ruth

Spangardt

2017

MEDCOM

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Research trends on music and advertising Tendencias de la investigación en música y publicidadDates | Recieved: 28/04/2017 -Reviewed: 13/06/2017 -Published: 01/07/2017 AbstractResumen Research on music and advertising is diverse and unstructured. Looking at the most important factors that define related research, this article aims to introduce a typology of four research fields that reflect the interplay of the complex relationship between music and advertising. An analysis of relevant studies revealed diverse research gaps and clustered the main research traditions. Eventually, we identified four types of research, namely advertising with music, advertising with musicians, music with advertising, and advertising for music. This typology leads to the conclusion that more interdisciplinary research is needed for the investigation all of the boundaries between music and advertising. La investigación sobre música y publicidad es

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“…For example, it has been demonstrated that loud or fast music leads people to move and also to eat and drink more quickly (Smith and Curnow, 1966;Milliman, 1982;Roballey et al, 1985;Milliman, 1986;McElrea and Standing, 1992), whereas slow music in a minor key leads people to spend more time and, consequently, increases consumption ; see also Milliman, 1986). Furthermore, it has been suggested that music modifies people's first impressions of products (Zander, 2006), and influences their choices when deciding between two competing foods (Yeoh and North, 2010).…”

Section: Influence Of Musicmentioning

confidence: 99%

Imagined salad and steak restaurants: Consumers’ colour, music and emotion associations with different dishes

Kontukoski

Paakki

Thureson

et al. 2016

International Journal of Gastronomy and Food Science

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The aim of the present study was to examine people's colour, music and emotion associations with dishes from two imagined restaurants. We conducted an experiment where we asked two study-participant groups to match interior colours, background music and desired emotional states for either a salad restaurant or a steak restaurant. To evoke associations we used two dish photos -a salad and a steak dish. The hypothesis was that the study participants would choose different background music and colours for different imagined restaurants. The results show that the most often selected colour, music and musically evoked and desired emotions in the salad group were Kiwi (lime colour) combined with Jazz, Pop and Soul music, and Peacefulness and Joyful Activation. In the steak group the selections were Bordeaux (dark-red colour) combined with Jazz and Classical music, and Peacefulness, Transcendence, Tenderness and Joyful Activation. The results were discussed in terms of articulation theory that is widely used in critical cultural studies. The differences between the groups showed that the study participants made different kinds of articulations: the answers in the steak group emphasized romantic classical music and luxury, while the salad group emphasized vital (healthy food, dancing) and hedonistic (joy, pleasure) values. The results indicate that: (1) generally people value peaceful eating environments; (2) people choose different visual and auditory stimuli for an eating environment depending on the food menu; and (3) customers, in this case, expect a connection to their previous cultural experiences with salad and steak restaurants. & 2016 AZTI-Tecnalia. Production and hosting by Elsevier B.V. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

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Musical influences in advertising: how music modifies first impressions of product endorsers and brands

Cited by 70 publications

References 28 publications

Attitude toward the advertising music: an overlooked potential pitfall in commercials

Attitude toward the advertising music: an overlooked potential pitfall in commercials

Research trends on music and advertising

Imagined salad and steak restaurants: Consumers’ colour, music and emotion associations with different dishes

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