A model of consumer response to advertising music

Abstract

Purpose The purpose of this paper is to provide a model of consumer response to music in broadcast commercials outlining four variables (listening situation, musical stimulus, listener characteristics, and advertising processing strategy) that affect a consumer's attitude toward the advertising music (Aam). Design/methodology/approach The paper takes the form of an integrative review of the relevant literatures from the psychology of music, marketing, and advertising. Findings Aamcan be positively but also negatively influenced by many factors. Only some of these variables are employed in any typical study on consumer response to music, which may account for some conflicting findings. Practical implications The paper discusses factors for effectively using commercial music to affect Aam, with special focus on advertising processing strategy. Advertisers are urged to exercise extreme caution in using music and to always pretest its use considering factors identified in this paper. The paper suggests ways in which the model can guide future research. Originality/value The paper integrates diverse literatures and outlines the major variables comprising our model of consumer response to advertising music. Advertisers can use these variables as a checklist for factors to consider in selecting ad music.

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