Browsing by Author "Kellaris, James J."

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    The Effect of Background Music on Ad Processing: A Contingency Explanation
    (1993-10) Kellaris, James J.; Cox, Anthony D.; Cox, Dena S.
    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.
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    The Effects of Background Music in Advertising: A Reassessment
    (1989-06) Kellaris, James J.; Cox, Anthony D.
    Gorn's (1982) pioneering article on the effects of background music in advertising has spurred a significant controversy and inspired vigorous interest in the topic. Following the recommendation of Allen and Madden (1985), we conducted three experiments that attempted to replicate Gorn's results. Contrary to Gorn's findings, there was no evidence that product preferences can be conditioned through a single exposure to appealing or unappealing music.