Instrumental vs. Vocal Versions of Popular Music in Advertising

Michelle L. Roehm

77 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Memory Processes and Influences Nostalgia and Consumer Behavior

Abstract

The present research examines recall for advertising messages that are presented via two musical formats: either via an instrumental version of a popular song or via a vocal version. For individuals who are familiar with the song, recall of the message is greater when an instrumental version of the song appears than when a vocal version of the song appears. This finding is attributed to the greater likelihood that familiar consumers will sing along with the instrumental version and thus generate the lyrics that carry the message. Generating lyrics causes the message to be more memorable than simply listening to lyrics. For individuals who are not familiar with the song, recall of the message implied by the lyrics is greater when a vocal version appears in the advertisement than when an instrumental version appears. Unfamiliar consumers, who cannot sing along with the song and generate the lyrics, require lyrics to be presented in order to derive the intended message.

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References

1989Schema Congruity as a Basis for Product Evaluation 1982The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach 1991The Differential Role of Characteristics of Music on High- and Low- Involvement Consumers' Processing of Ads 1996The Moderating Role of Prior Knowledge in Schema-Based Product Evaluation 1986Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation 1990Music influences on mood and purchase intentions 1993The Effect of Background Music on Ad Processing: A Contingency Explanation 1995Creating the Contrast: The Influence of Silence and Background Music on Recall and Attribute Importance

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2010Online word of mouth and consumer purchase intentions 2011Attitude toward the advertising music: an overlooked potential pitfall in commercials 2010Thirty Years of Conflicting Studies on the Influence of Congruence as perceived by the Consumer: Overview, Limitations and Avenues for Research 2010Advertising effects of songs' nostalgia and lyrics' relevance 2011

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