Attributes of background music and consumers’ responses to TV commercials: The moderating effect of consumer involvement
Hyun Hee Park
Kyungpook National University
Jai Kwan Park
Gyeongju University
Jung Ok Jeon
Pukyong National University
Introduction
In the field of advertising, background music has been used as an important and effective tool for enhancing consumers’ message recall and comprehension, and fostering positive attitudes towards advertising, brand attitudes and purchase intentions. Many experimental studies have demonstrated its effect by focusing mainly on the following three attributes of background music: its presence, familiarity and fit. In terms of the presence versus absence of background...