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Attitude toward the advertising music: an overlooked potential pitfall in commercials

Attitude toward the advertising music: an overlooked potential pitfall in commercials Purpose – The purpose of this paper is to identify the causes and implications of potential negative consumer response to music in broadcast commercials. It aims to accomplish this by introducing a new consumer response variable, attitude toward the advertising music (A am ) and relating A am 's components to advertising goals. It also aims to propose that A am is a significant component of attitude toward the ad (A ad ). Design/methodology/approach – The paper takes the form of an integrative review of the relevant literatures in the psychology of music, consumer marketing, and advertising to formulate A am . Findings – Favorable A am is a necessary but insufficient condition for favorable A ad in ads employing music. Furthermore, a negative A am might cause a negative A ad . Given the numerous possible negative responses to music in a TV or radio commercial, achieving a favorable A am among most target audience members is very challenging, especially when music‐message fit is lacking. Practical implications – The paper offers cautionary advice for advertisers using music and directions for future research. Originality/value – The paper provides a novel integration of literatures in psychology and marketing/advertising. Whereas most scholars and practitioners assume that music adds value to commercials, the authors demonstrate key ways in which music can cause adverse listener reactions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Attitude toward the advertising music: an overlooked potential pitfall in commercials

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References (123)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363761111165912
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to identify the causes and implications of potential negative consumer response to music in broadcast commercials. It aims to accomplish this by introducing a new consumer response variable, attitude toward the advertising music (A am ) and relating A am 's components to advertising goals. It also aims to propose that A am is a significant component of attitude toward the ad (A ad ). Design/methodology/approach – The paper takes the form of an integrative review of the relevant literatures in the psychology of music, consumer marketing, and advertising to formulate A am . Findings – Favorable A am is a necessary but insufficient condition for favorable A ad in ads employing music. Furthermore, a negative A am might cause a negative A ad . Given the numerous possible negative responses to music in a TV or radio commercial, achieving a favorable A am among most target audience members is very challenging, especially when music‐message fit is lacking. Practical implications – The paper offers cautionary advice for advertisers using music and directions for future research. Originality/value – The paper provides a novel integration of literatures in psychology and marketing/advertising. Whereas most scholars and practitioners assume that music adds value to commercials, the authors demonstrate key ways in which music can cause adverse listener reactions.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Sep 13, 2011

Keywords: Music; Music appeal; Music‐message fit; Attitudes; Radio commercials; Television commercials

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