✦ LIBER ✦

Effects of tempo and familiarity of background music on message processing in TV advertising: A resource-matching perspective

✍ Scribed by Minhi Hahn; Insuk Hwang

Book ID: 101299633
Publisher: John Wiley and Sons
Year: 1999
Tongue: English
Weight: 181 KB
Volume: 16
Category: Article
ISSN: 0742-6046
DOI: 10.1002/(sici)1520-6793(199912)16:8<659::aid-mar3>3.0.co;2-s

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✦ Synopsis

This article examines effects of tempo and familiarity of background music in TV advertising. Based on the resource-matching rationale stating that processing of a message is maximized when the resources demanded by the processing task match those people are able to make available, the authors predict an inverted-U-shaped relationship between the tempo and message recall. The prediction is fully supported when familiar music is used, but not when unfamiliar music is used in the background. Possible explanations of the results are offered and their implications are discussed.