The directional influence of music backgrounds in television advertising

Advertisers frequently incorporate music backgrounds in television commercials as a means of improving effectiveness. The relationship of alternative music backgrounds on brand attitude formation is examined. Brand attitudes were more favorable when emotive cues deviated from neutral presentations i...

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Bibliographic Details
Published in:Journal of applied business research 1994-01, Vol.10 (1), p.14
Main Authors: Bozman, Carl S, Mueling, Darrel, Pettit-O Malley, Kathy L
Format: Article
Language:English
Subjects:
Attitudes
Commercials
Communication
Consumer behavior
Correlation analysis
Emotions
Hypotheses
Information storage
Music
Preferences
Studies
Television advertising
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Summary:Advertisers frequently incorporate music backgrounds in television commercials as a means of improving effectiveness. The relationship of alternative music backgrounds on brand attitude formation is examined. Brand attitudes were more favorable when emotive cues deviated from neutral presentations in circumstances of high involvement and when emotive cues were positive in situations of low involvement. Both the Law of Extremes Hypothesis and the Superiority of the Pleasant Hypothesis were found to be applicable under specific conditions. The findings suggest that pretesting music backgrounds on a sample of target prospects could potentially improve the effectiveness of television advertising.
ISSN:0892-7626
2157-8834