Musical influences in advertising: how music modifies first impressions of product endorsers and brands

  title={Musical influences in advertising: how music modifies first impressions of product endorsers and brands},
  author={Mark F. Zander},
  journal={Psychology of Music},
  pages={465 - 480}
  • M. Zander
  • Published 2006
  • Psychology
  • Psychology of Music
The ability of music to create differentiating effects on subjects’ impressions of product endorsers and brands of an advertisement were examined based on the theory of ‘musical fit’. Subjects (N = 132) listened to one of three versions of a radio commercial in which the music varied in each version. The music selections differed in style, tempo, rhythm, etc., but matched product and message of the commercial in terms of ‘musical fit’. After listening to the commercial, subjects rated the… Expand
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