Year: 1993
Type: article
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.
Source: Journal of Marketing
Authors: James J. Kellaris, Anthony D. Cox, Dena Cox
Institutions: University of Cincinnati, Indiana University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2004753230