Effects of background music endings on consumer memory in advertising

Guido, Gianluigi; Peluso, Alessandro M.; Mileti, Antonio; Capestro, Mauro; Cambò, Luca; Pisanello, Pierpaolo

doi:10.1080/02650487.2015.1037233

Cited by 25 publications

(19 citation statements)

References 27 publications

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“…Roehm (2001) claimed that ad music is likely to help a consumer in ad message recall. Guido et al (2016) found that background music that ends smoothly attracts consumers’ attention and enhances memory for both products and messages. Wallace (1991) proposed that it is easy to recall a text if it is sung rather than spoken.…”

Section: The Influence Of Ad Musicmentioning

confidence: 99%

Advertising music: an alternative atmospheric stimulus to retail music

Raja

Anand

Allan

2019

IJRDM

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Purpose Studying the role of advertising music (ad music) in a retail context can be an emergence of new marketing practices. The purpose of this paper is to identify the potential usage and utility of ad music as an atmospheric stimulus in contrast to music (retail music) as an atmospheric stimulus. This paper also aims to provide a model, which depicts how ad music could be an alternative to retail music in retail settings with regard to consumers’ attitudinal influence and its optimistic correlation with related marketing outcomes. Design/methodology/approach The paper reviewed the literature related to the role of retail music as an atmospheric stimulus and studies related to the role of music in the ad. Findings Advertising music as an atmospheric stimulus is more likely to influence consumers’ attitude towards advertising music, towards advertising and towards the advertised brand. Contrary to retail music, advertising music as an atmospheric stimulus may help a consumer for ad recall, ad message/brand information recall, brand recall, brand identification and brand recognition. Consequently, advertising music may always have an advantage over retail music with regard to purchase intent, brand choice and financial return. Practical implications This work may encourage the advertisers for the proper usage of ad music as an atmospheric stimulus that may holistically magnify the saliency of advertising theoretically and practically. Originality/value This study is a novel attempt to conceptualise the potential scope of utilisation of ad music in the retail context.

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Section: The Influence Of Ad Musicmentioning

confidence: 99%

Advertising music: an alternative atmospheric stimulus to retail music

Raja

Anand

Allan

2019

IJRDM

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“…It is used in advertising because it helps advertisements provide further dimensions of the existing verbal or visual descriptions (Keller, 2013;Stadelhofer et al, 2017;Taylor, 2015). Jingles become increasingly prevalent with the increasing popularity of television, radio and web advertising as means of communicating with customers (Guido et al, 2016;Karailievova, 2012).…”

Section: Jingles In Advertisingmentioning

confidence: 99%

Jingle Modification: Does Slogan Help?

Sadri

Noor

2022

JCLC

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In advertising, jingle modifications are often done to inject freshness and to avoid wear-out. This study seeks to determine the effects of jingle modification on brand attitude and brand recall, and the moderating effects of slogan on that relationship. As past research on the effects of jingle modification and slogan inclusion were conducted independent of each other, the interrelationship of the two variables remains unclear. With classical conditioning as the theoretical lens, a 2 (jingle modification: original, modified) x 2 (slogan inclusion: without slogan, with slogan), between-subject experiment was conducted to test the hypotheses, with brand attitude and brand recall as the dependent variables. The results indicate that jingle modification induce positive and significant effects on brand attitude and brand recall. On the other hand, slogan inclusion was not found to have significant effects on brand attitude and brand recall. No interaction effects were found between jingle modification and slogan inclusion on brand attitude and brand recall. Further analyses indicate that slogan only help to enhance attitude when the original jingle was used but not when it has been modified. Additionally, slogan was not found to enhance brand recall for both the original and modified jingles. The implication is that in advertisements with modified jingles, slogan is not required in enhancing consumers’ brand attitude or brand recall. The study provides a strong support for jingle modification and shows that it can have substantial impact even without incorporating the slogan.

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“…Simultaneously, the music versions should be equally well fitting so that different evaluations of advertising parameters can be attributed to the actual experimental manipulation (in this case, the music's potential to convey different gender stereotypes) and not to the confounding effect of differences between music versions in the degree of fit. To ensure the important impression of realistic commercials (Guido et al, 2016), every music version was edited professionally and structurally congruent onto the advertising stimulus.…”

Section: Selection Of the Music Stimulimentioning

confidence: 99%

Sounds Like Respect. The Impact of Background Music on the Acceptance of Gay Men in Audio-Visual Advertising

Herget

Bötzl

2021

Front. Psychol.

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Companies increasingly seek to use gay protagonists in audio-visual commercials to attract a new affluent target group. There is also growing demand for the diversity present in society to be reflected in media formats such as advertising. Studies have shown, however, that heterosexual consumers (especially men), who may be part of the company's loyal consumer base, tend to react negatively to gay-themed advertising campaigns. Searching for an instrument to mitigate this unwanted effect, the present study investigated whether carefully selected background music can shape the perceived gender of gay male advertising protagonists. In a 2 × 2 between-subjects online experiment (musical connotation × gender of the participant), 218 heterosexual participants watched a commercial promoting engagement rings that featured gay male protagonists, scored with feminine- or masculine-connoted background music. As expected, women generally reacted more positively than men to the advertising. Men exposed to the masculine-connoted background music rated the promoted brand more positively, and masculine music also enhanced (at least in the short term) these men's acceptance of gay men in general (low and medium effect sizes) more than was the case for feminine background music. Carefully selected background music affecting the perceived gender of gay male advertising protagonists may prevent negative reactions from heterosexual audiences and, therefore, motivate companies to use gay protagonists in television commercials on a more regular basis.

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Effects of background music endings on consumer memory in advertising

Cited by 25 publications

References 27 publications

Advertising music: an alternative atmospheric stimulus to retail music

Advertising music: an alternative atmospheric stimulus to retail music

Jingle Modification: Does Slogan Help?

Sounds Like Respect. The Impact of Background Music on the Acceptance of Gay Men in Audio-Visual Advertising

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