Attitude toward the advertising music: an overlooked potential pitfall in commercials

Abstract

Purpose

The purpose of this paper is to identify the causes and implications of potential negative consumer response to music in broadcast commercials. It aims to accomplish this by introducing a new consumer response variable, attitude toward the advertising music (A_am) and relating A_am's components to advertising goals. It also aims to propose that A_am is a significant component of attitude toward the ad (A_ad).

Design/methodology/approach

The paper takes the form of an integrative review of the relevant literatures in the psychology of music, consumer marketing, and advertising to formulate A_am.

Findings

Favorable A_am is a necessary but insufficient condition for favorable A_ad in ads employing music. Furthermore, a negative A_am might cause a negative A_ad. Given the numerous possible negative responses to music in a TV or radio commercial, achieving a favorable A_am among most target audience members is very challenging, especially when music‐message fit is lacking.

Practical implications

The paper offers cautionary advice for advertisers using music and directions for future research.

Originality/value

The paper provides a novel integration of literatures in psychology and marketing/advertising. Whereas most scholars and practitioners assume that music adds value to commercials, the authors demonstrate key ways in which music can cause adverse listener reactions.

Citation

Craton, L.G. and Lantos, G.P. (2011), "Attitude toward the advertising music: an overlooked potential pitfall in commercials", Journal of Consumer Marketing, Vol. 28 No. 6, pp. 396-411. https://doi.org/10.1108/07363761111165912