Music and Responses to Advertising: The Effects of Musical Characteristics, Likeability and Congruency

Jean-Philippe Galan

45 citations0/0 files storedRecherche et Applications en Marketing (English Edition)

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

This paper reports an experiment designed to investigate effects of music on responses to advertising. First, this study compares the impact of musical elements (tempo and style) with two subjective variables (musical likeability and congruency). Second, affective influence (likeability) and cognitive influence (congruency) of music are discussed. The empirical findings reported provide evidence that subjective variables are more influential than musical structure. Moreover, the results suggest that music can act simultaneously in affective and cognitive ways. In this situation, the type of involvement (affective or cognitive) is shown as moderating the relative strength of the impact of musical likeability and congruency on advertising responses.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 45 citations exist upstream.

References

2025Advances in Consumer Research 1980Heuristic versus systematic information processing and the use of source versus message cues in persuasion.1998Issues and opinion on structural equation modeling 1992Advances in Consumer Research 1994The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising 1989Schema Congruity as a Basis for Product Evaluation 2008Handbook of consumer psychology 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations

Cited by

2020The influence of different levels of musical fit on the efficiency of audio-visual advertising 2014Attributes of background music and consumers’ responses to TV commercials 2024Sonic branding: A narrative review at the intersection of art and science 2017Development and testing of an instrument to determine Musical Fit in audio–visual advertising 2021Effect of background music and hierarchy-of-effects in watching women's running shoes advertisements

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.