Attributes of background music and consumers' responses to TV commercials: The moderating effect of consumer involvement

This study extends and crystallizes the literature on the effect of background music in the TV advertising setting by focusing on differential effects of attributes of background music on consumers' attitudes toward TV advertising based on their involvement.

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...

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