The Effect of Music on Attention to Audio Ads
Conference paper
First Online:
Abstract
The role of music in advertising is discussed and, based on a limited capacity model of attention, it is hypothesized that highly attractive music may contribute to learning of commercial message information in "noisy" environments but inhibit same in "quiet" environments. An experimental study provides support for the hypothesis. The use of music in advertising is discussed broadly and research issues raised.
Keywords
Free Recall Purchase Intention Noisy Environment Quiet Environment Brand Evaluation
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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References
- Broadbent, D.E. (1958), Perception and Communication. London: Pergamon Press.Google Scholar
- Glass, Arnold Lewis, Keith James Holyoak, and John Lester Santa (1979), Cognition. Reading, MA: Addison-Wesley Publishing Company.Google Scholar
- Gorn, Gerald, (1982), "Music in Advertising: A Classical Conditioning Explanation", Journal of Marketing, Google Scholar
Copyright information
© Academy of Marketing Science 2015