The impact of source effects on the evaluation of music for advertising: Are there differences in how advertising professionals and consumers judge music?

When choosing music for advertisements, professionals are influenced by a large number of factors that could impair their judgment.
Anglada-tort, Keller, Steffens and Müllensiefen

MANAGEMENT SLANT

  • Music choices can have profound effects on brand communications, but the process of evaluating music for advertising is understood poorly.
  • Source effects were a significant factor in influencing professionals’ evaluations of advertising music, but nonprofessionals were not affected by source cues at all.
  • Advertising professionals consistently evaluated advertising music more favorably when they were told it was from “real” artists compared with less attractive and credible sources, such as generic libraries and commissioned music.
  • The differential effects of music source in the two groups could prove costly...

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