Music-brand congruency in high- and low-cognition radio advertising

Anne M. Lavack
University of Regina

Mrugank V. Thakor
Concordia University

Ingrid Bottausci


Radio advertising often uses instrumental music as a background to the verbal message. This background music may be intended to enhance the advertiser's message by drawing greater attention to the ad, or may complement the message by adding meaning or affect (Stewart & Punj 1998; Hung 2000; Roehm 2001). Based on the Elaboration Likelihood Model (Petty et al. 1983), it has often been assumed that music is an affective cue processed via a peripheral route (MacInnis & Park 1991; MacInnis et al. 1991), or that the role music plays is to influence mood (Alpert & Alpert 1990). However, music may do considerably more than this by working in conjunction with other message elements (Scott 1990; Hung 2000).