The Directional Influence Of Music Backgrounds In Television Advertising

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Carl S. Bozman
Darrel Mueling
Kathy L. Pettit-O'Malley


musical backgrounds in advertising, television advertising, brand attitudes, emotive cues


Advertisers frequently incorporate music backgrounds in television commercials as a means of improving ad effectiveness. This paper examines the relationship of alternative music backgrounds on brand attitude formation. Brand attitudes were more favorable when emotive cues deviated from neutral presentations in circumstances of high involvement and when emotive cues were positive in situations of low involvement. Implications for advertising practice as well as suggestions for future research are discussed.


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