Advertising Music and the Effects of Incongruity Resolution on Consumer Response

Abolhasani, Morteza; Oakes, Steve and Golrokhi, Zahra (2021). Advertising Music and the Effects of Incongruity Resolution on Consumer Response. In: Waiguny, Martin and Rosengren, Sara eds. Advances in Advertising Research: Designing and Communicating Experience, Volume XI. Springer Gabler, pp. 183–193.

DOI: https://doi.org/10.1007/978-3-658-32201-4

URL: https://www.springer.com/gp/book/9783658322007

Abstract

Music is considered as one of the most important executional cues in advertisements. It is a ubiquitous phenomenon in the context of television and radio advertising, with more than 94% of advertisements incorporating a certain type of music. Music accounts for a significant commercial advantage in the context of advertising by producing favorable associations with the product/brand, contributing to the message, and by attracting consumers’ attention and enhancing message recall.

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