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

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dc.contributor.authorKellaris, James J.
dc.contributor.authorCox, Anthony D.
dc.contributor.authorCox, Dena S.
dc.date.accessioned2015-01-09T18:14:32Z
dc.date.available2015-01-09T18:14:32Z
dc.date.issued1993-10
dc.description.abstractMusic 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.en_US
dc.identifier.citationKellaris, J. J., Cox, A. D., & Cox, D. (1993). The effect of background music on ad processing: A contingency explanation. The Journal of Marketing, 114-125.en_US
dc.identifier.urihttps://hdl.handle.net/1805/5624
dc.language.isoen_USen_US
dc.subjectadvertisingen_US
dc.subjectmusicen_US
dc.titleThe Effect of Background Music on Ad Processing: A Contingency Explanationen_US
dc.typeArticleen_US
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