The Directional Influence Of Music Backgrounds In Television Advertising

Bozman, Carl S.; Mueling, Darrel; Pettit-O'Malley, Kathy L.

doi:10.19030/jabr.v10i1.5958

Cited by 8 publications

(4 citation statements)

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“…Music appears to be an important stimulus in an advertisement. As the previous work shows (Abolhasani et al , 2017; Bozman et al , 1994), consumers are more likely to respond positively to advertisements involving liked music. In addition, the prior research on advertising information processing often suggests that consumer purchase intention commonly represents the ultimate positive response (Frias et al , 2008).…”

Section: Theory and Hypothesesmentioning

confidence: 60%

“…In line with this theoretical perspective, we assume an indirect effect whereby music liking can stimulate the development of consumers’ favourable attitudes towards the firm’s brand, which in turn affects their purchase intention. Prior studies partially support this assumption and highlight the association between music liking and positive brand attitudes (Bozman et al , 1994; Mittal, 2015), as well as the connection between positive brand attitudes and consumer purchase intention (Davtyan et al , 2020; Hartmann and Apaolaza-Ibáñez, 2012). Yet, adequate empirical tests of this assumption remain lacking.…”

Section: Introductionmentioning

confidence: 87%

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Disentangling effects of subjective and objective characteristics of advertising music

Liu

Abolhasani

Hang

2022

EJM

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Purpose Drawing on information processing theory, this paper aims to study how consumers’ liking of background music in advertising affects their purchase intention and explore the roles of positive brand attitudes, music mode and music tempo within such a relationship. Design/methodology/approach We created several radio advertisements that promote two fictitious products: an electric car (EcoCar) and a reusable coffee mug (EcoMug). We study the role of music in these advertisements and examine how it affects purchase intention across multiple experiments. Findings We confirm the prediction that positive brand attitudes mediate the relationship between music liking and purchase intention. We also show that music moderates such an indirect relationship because major mode music strengthens the effect of positive brand attitudes on purchase intention. Additionally, we find that major mode music with a fast tempo can further strengthen the effect of positive brand attitudes on purchase intention. As a result, the indirect effect of music liking upon purchase intention via positive brand attitudes will be moderated jointly by the music mode and the music tempo. Originality/value Limited scholarship explores how the subjective characteristics of music affect consumer buying behaviour in conjunction with the objective characteristics of music. The current research addresses this gap by investigating how music liking (a subjective characteristic of music) and music mode and tempo (objective characteristics of music) affect consumer buying behaviour.

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Section: Theory and Hypothesesmentioning

confidence: 60%

Section: Introductionmentioning

confidence: 87%

Disentangling effects of subjective and objective characteristics of advertising music

Liu

Abolhasani

Hang

2022

EJM

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“…Although this study provided no support for the argument that music with stronger positive feelings is more effective, it found partial support for the hypothesis that advertisements with familiar music are more effective than those with unfamiliar music in the context of brand recall and recognition. Bozman et al (1994) examined the relationships between various types of background music (liked music, disliked music and neutral music), and brand attitudes under high-and low-involvement conditions. They found that, in the low-involvement condition, brand attitudes were more favourable for positive emotive cues (i.e.…”

Section: Familiarity Of Background Music and Consumers' Responsesmentioning

confidence: 99%

Attributes of background music and consumers’ responses to TV commercials

Park

Jeon

2014

International Journal of Advertising

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This study extends and crystallizes the literature on the effect of background music in the TV advertising setting by focusing on differential effects of attributes of background music on consumers' attitudes toward TV advertising based on their involvement. The familiarity of background music was more likely to influence attitudes towards advertisement, brand attitudes and purchase intentions in the low-involvement condition, whereas the product fit of background music was more likely to do so in the high-involvement condition. This indicates that effective attributes of background music can be varied according to consumer involvement. Downloaded by [Selcuk Universitesi]

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“…For association congruity, music associated with an unpleasant experience lowered brand evaluation (Blair & Shimp, 1992). In valence congruity, musical taste reinforces the attitude toward the brand (Mitchell, 1988), musical dislike decreases the attitude toward the brand (Simpkins & Smith, 1974), and musical taste increases the attitude toward the brand when involvement with advertising is low (Bozman et al, 1994;Park & Young, 1986). The results on semantic congruity, in turn, suggested that the high congruence between the ad, the lyrics, and the message reinforced the attitude towards the brand with low and increased involvement with the advertising (MacInnis & Park, 1991).…”

Section: Congruencymentioning

confidence: 99%

The effect of music and voice congruence on attitude toward the advertising and purchase intention

Nascimento¹

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Primeiramente aos meus pais que me deram o dom da vida e não mediu esforços para que eu pudesse concluir e desenvolver a pesquisa. À minha família que sempre me apoio e garantiu que pudesse concorrer para a dupla titulação com a universidade do Porto. Aos meus irmãos que estiveram presentes comigo durante essa jornada. Aos meus professores orientadores, Andres Rodrigues Veloso e Pedro Quelhas Brito, que me auxiliaram na pesquisa e transmitiram seus conhecimentos. Aos professores da FEA-USP Otávio Freire e professor José Afonso Mazzon. Aos meus colegas de mestrado, Fernanda Yoda, Christian Munaiere e Anderson Rosa que me apoiaram e não mediram esforços para auxiliar na análise estatística. E aos meus colegas Gabriela Nobre e Ronaldo Oliveira que, além do apoio, me acolheram na FEA. Às minhas amigas, Hannah, Karine, Carmen Manglano e Bárbara que me auxiliaram na tradução para o inglês. E às minhas amigas Luiza Souza, Thaynah

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The Directional Influence Of Music Backgrounds In Television Advertising

Cited by 8 publications

References 0 publications

Disentangling effects of subjective and objective characteristics of advertising music

Disentangling effects of subjective and objective characteristics of advertising music

Attributes of background music and consumers’ responses to TV commercials

The effect of music and voice congruence on attitude toward the advertising and purchase intention

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