The Effect of Background Music on Ad Processing: A Contingency Explanation

James J. Kellaris · Anthony D. Cox · Dena Saliagas Cox

305 citations0/0 files storedJournal of Marketing

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Marketing and Advertising Strategies Media Influence and Health Advertising and Communication Studies

Abstract

Music is an increasingly prominent and expensive feature of broadcast ads, yet its effects on message reception are controversial. The authors propose and test a contingency that may help resolve this controversy. Experimental results suggest that message reception is influenced by the interplay of two musical properties: attention-gaining value and music-message congruency. Increasing audience attention to music enhances message reception when the music evokes message-congruent (versus incongruent) thoughts.

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1992Advances in Consumer Research 2005Design and Analysis: A Researcher's Handbook 1961Emotion and Meaning in Music 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 2017Journal of Applied Psychology 1980Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 1985Mood States and Consumer Behavior: A Critical Review

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2005BANNER ADVERTISER-WEB SITE CONTEXT CONGRUITY AND COLOR EFFECTS ON ATTENTION AND ATTITUDES 2002A Contingency Approach: The Effects of Spokesperson Type and Service Type on Service Advertising Perceptions 2003Purchase occasion influence on the role of music in advertising 2001Environmental background music and in-store selling 2001The Moderating Effects of Country of Assembly, Country of Parts, and Country of Design on Hybrid Product Evaluations

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