The Effect of Background Music on Ad Processing: A Contingency Explanation

  title={The Effect of Background Music on Ad Processing: A Contingency Explanation},
  author={James J. Kellaris and Anthony D. Cox and Dena S Cox},
  journal={Journal of Marketing},
  pages={114 - 125}
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… Expand

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