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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).

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.

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.

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

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.

This paper examines the relationship between “chronological age” and the individual difference variables: “Need for cognition” (NFC) and “Need for emotion” (NFE). More specifically, this study investigates the influence of these individual difference variables on elderly responses towards advertising.

This study is based on a sample of 600 individuals. 300 elderly aged between 60 and 75 years old (average age: 67.67 years old), recruited from institutions and third age universities in Paris and 300 young adults, aged between 20 and 35 years old (average age: 25.14 years old) from academic institutions in Paris.

The findings show that NFC and NFE have different levels depending on age. Indeed, NFC is lower among older than younger individuals, and NFE is higher among older than younger individuals. Moreover, different levels in NFC and NFE may affect responses to ads. Thus, a high NFC can elicit more favorable cognitive responses to ads and a high NFE triggers more favorable affective responses.

The study investigates specifically the effects of chronological age on the individual difference variables NFC and NFE; however, the influence of chronological age on these individual variables may be affected by other variables such as subjective age, level of education and physical condition.

Given that NFC and NFE are dynamic variables that change with age and that they influence responses to advertising, it would be necessary to take them into account and to integrate them when building management persuasion models specifically targeting the elderly.

This study focuses on the influence of individual variables (NFE and NFC) on responses to advertising, of an underexplored population: the elderly. This could help to better understand the persuasion mechanisms when it comes to targeting the elderly both outside and inside organizations, with deriving implications for change in management.

This paper aims to investigate the relationship between general attitude toward advertising and consumers' purchase intention. The relationship between cognitive attitude, intrusiveness attitude, evaluative judgments, affective response and general attitude toward ad was examined. Furthermore, reliability as a moderator in the relationship between cognitive attitude, intrusiveness attitude, evaluative judgments, and affective response and the general attitude toward ad were studied.

Data from women consumers who subscribe to fashion magazines in India were collected and analyzed using a structured survey instrument. Women were selected because the products were related to women, including facial and body-care products, women sportswear, shampoos, lipstick, handbags, etc. Unit of analysis in this research is “observations,” and in all, 400 data points were analyzed, and to test hypothesized relationships, hierarchical regression and logistic regression were employed.

A conceptual model is developed and tested where (1) cognitive attitude toward ad, intrusiveness, evaluative judgments and affective responses are related to general attitude toward ad, and (2) general attitude toward ad is related to purchase intention. The hierarchical regression results show that (1) reliability moderates the relationship between cognitive attitude, intrusiveness, affective responses and general attitude toward ad. The logistic regression results support the positive relationship between general attitude toward ad and purchase intention.

Since the present research is based on self-report measures, the limitations of social desirability bias and common method bias are inherent. Second, this research focuses only on women consumers and products purchased by women. The research has implications for literature on advertising, especially women-related products.

This study contributes to practicing managers who are interested in promoting the women-related products. This study highlights the importance of general attitude toward ad as a precursor for consumers purchase intention. The study provides justification for enormous amounts of money invested in fashion advertising because of their effects on consumer behavior.

This study provides new insights about the effects reliability on general attitude toward ad and consumers' purchase intention. The conceptual model developed in this study adds novelty by considering reliability as a moderator, in addition to the direct relationships which have been studied by earlier researchers.

Given the observable increase in images of nature in advertising on a global scale, this study aims to ask whether such creative strategies should adapt imagery to the natural environment of the target audiences or could it be standardised globally.

Two samples of respondents living in different geographic locations with contrasted climates and natural environments were exposed to a set of experimental green advertisements visually featuring different categories of natural scenery and one urban landscape. Attitude towards each advertisement and emotional responses evoked by it were measured and compared across the range of stimuli and the two samples.

Results did not support either the hypothesis that individuals prefer advertisements showing the natural habitat in which they had grown up or the hypothesized universal preference for advertising imagery displaying savannah type landscapes. However, the observed preferences across both samples for advertisements featuring natural landscapes with abundant green vegetation and clear water are consistent with evolutionary psychology, which proposes that perception of beauty in a landscape is universal and hypothesizes preferences for landscapes with those characteristics.

The study was experimental in nature and based on only two specific geographic locations, as well as on one product and experimental brand. Findings and conclusions must therefore be adopted with due caution. Future research should be conducted on a broader geographic scale, across a wider range of natural and cultural environments, and with a greater variety of products and brands.

Results discourage the adaptation of nature imagery to the geographic location of a target audience, and support a global strategy based on the standardised use of landscapes universally perceived to be beautiful, following the principles of environmental aesthetics.

This is the first study to apply evolutionary and environmental psychology to an investigation of the influence of a target audience's natural environment on its behavioural responses to natural imagery in advertising.

When using popular music in advertising, the songs' release period (nostalgia) and the lyrics' relevance to the product are two important characteristics but neglected in previous music‐related studies. The purpose of this paper is to investigate the effects of these two variables on consumers' responses to advertisements.

A 2 × 2 experimental design was used to examine the effects of a song's period and the lyrics' relevance. The hypotheses were tested with a structural equation analysis.

Previously heard old songs have positive ad effects due to evoking consumers' good moods or by generating more favorable nostalgia‐related thoughts. High‐relevance lyrics facilitate the production of favorable ad execution‐related thoughts, which improve ad attitude directly and indirectly through good moods.

Only undergraduate students are sampled. Further, the experiment focuses solely on music‐dominated ads for low involvement products.

For advertising targeting the young generation, the use of a popular song released during their childhood can elicit feelings of nostalgia and lead to good moods as well as favorable brand attitudes. Such effects, can be strengthened by high‐relevance lyrics.

Placing a previously heard popular song in a TV ad can evoke nostalgic feelings and generate favorable ad effects even when the product and other ad design elements are not related to nostalgic themes. The persuasion mechanism of nostalgia follows a dual‐route process, in which the cognitive route seems to be more influential than the affective route. The importance of lyrics' relevance is demonstrated to the extent that its impact on brand attitude can exceed that of song's nostalgia.

Drawing on extant literature on narrative persuasion, online advertising, and transportation theory, this research aims to study Internet‐based online narrative advertising and investigate the effects of four pertinent advertising design elements, interactivity, entertainment, vividness, and self‐referencing, on consumer products and the moderating effects of advertisement involvement on these relationships.

Data were collected using an online questionnaire that contained measures adapted from prior studies. Participants first selected a product that they would seriously consider purchasing and answered a set of questions prior to viewing a narrative online advertisement, which was followed by a different set of questions. Structural equation modeling was used to empirically test the authors’ proposed model.

Greater levels of interactivity, vividness, entertainment, and self‐referencing in narrative online advertisements led to more favorable attitudes toward a product. In particular, self‐referencing had a substantial effect on transportation in forming product attitudes. Advertisement Involvement moderates (i.e. enhances) the effect of self‐referencing on attitudes toward a product.

If properly designed, a narrative online advertisement can fully utilize Internet‐enabled features and can maximize their potential to produce a favorable consumer attitude toward a featured product.

This study advances narrative advertising research and provides empirical evidence to highlight the effects of the pertinent characteristics of Internet‐based advertising, interactivity and entertainment in the conversion process of transportation and consumer attitudes. Moreover, this study identifies and sheds light on important contingencies (i.e. advertisement involvement) of the focal relationships.

The purpose of this research was to examine how consumers in four Central European countries respond to positively and negatively framed message appeals in advertising.

Emotional, cognitive and attitudinal reactions to four advertisements for food products were collected from matched homogeneous student samples in Croatia, The Czech Republic, Hungary, and Poland. In addition to analysis of variance, a comprehensive structural equation model was tested separately for each country.

The findings not only indicate different emotional, cognitive and attitudinal responses across countries, but additionally reveal differences in how positively versus negatively framed advertisements are being processed by consumers.

Across countries, the intertwined roles of emotions and cognitions in affecting consumer attitudinal response were generally confirmed, suggesting cross‐cultural robustness of the underlying advertising‐processing framework. Future studies should employ larger consumer samples to verify the descriptive findings.

Advertisers and their clientele need to recognize that an advertisement that has been designed for an international audience featuring a specific frame may elicit a variety of emotional and attitudinal responses due to national differences between consumers. Neglecting even subtle national differences can lead to consumer misperceptions and may result in serious damage to the brand image

New insights and evidence have been generated showing that using one advertising campaign is questionable, if not potentially damaging to advertisers' efforts. The identification of differences in how consumers in selected countries respond to a perceived appeal also helps clarifying the general direction of future research, which should focus on the underlying mechanism responsible for differences in how appeals affect consumer emotional response in different countries.

To develop and validate a new scale for affective reactions to print apparel advertisements.

Following the guidelines suggested by Churchill, the scale for measuring affective reactions to print advertisements was developed. A questionnaire was then administered to assess validity and reliability of measures. A confirmatory factor analysis was conducted by using the LISREL.

The confirmatory factor model supported that unipolar categories of warm, negative, upbeat, sensual, and bored feelings effectively represent affective reactions to apparel advertisements. Evidence was established for reliability and validity.

The major limitation of this study was the reliance on student subjects for scale development and testing. It limits the generalizability of the results to other populations. Further research is recommended to test the scale by using different samples and stimuli.

The identification of the five categories of affective reactions to apparel advertisements allows marketers to target the specific types of affective reactions that lead to favorable attitudes toward advertisements, which, in turn, lead to favorable attitudes toward brands and purchase behaviors.

This paper fulfils needs for the scales that measure emotional aspects of clothing behaviors. Scholars could use the scale developed in this study to investigate how the specific categories of affective reactions influence subsequent information processing and attitude formation for advertised products or brands.

Using the context of a farm holiday venue, the purpose of this study is to empirically test whether textual references can have significant influences on potential consumers' affective responses and interest in advertisements.

In a between-subjects experiment, a reference to sunshine (the underlined phrase in the following narrative) was inserted into a Facebook advertisement for a farm holiday venue: “Relax and Rejuvenate for a couple of days on our farm. Great food, fun, and sunshine … See More”.

Results indicate that a reference to sunshine significantly improves consumers' affective responses to the advertisement and significantly increases their interest (propensity to click “see more”). This study also examines the potential influence of a textual reference to fresh air as well as fresh air in combination with sunshine. No statistically significant results are found with the fresh air reference.

While a number of studies have examined text-based sensory details in marketing stimuli (Magnini and Gaskins, 2010; Torto, 2016), the notion of inserting textual references to fresh air and/or sunshine in advertising has not been empirically examined in the body of the existing literature.

The communication effect of four types of alcohol advertisement, i.e. humorous, warm, erotic and non‐emotional, are studied in Belgian and Polish samples of young consumers. Ad recognition, brand attribution, ad evoked feelings, cognitive and affective reactions, attitude towards the ad, the brand and purchase intention, are measured and compared between the Belgian and the Polish group. A lot of similarities between Polish and Belgian subjects emerge. Emotional appeals generate a more positive ad and brand attitude, and humour is the most effective emotional appeal. Basic ad evoked feelings are very similar in both groups. On the other hand, some differences are observed. Erotic ads do a better job in Poland than in Belgium. An evoked irritation leads to negative communication effects only in Belgium, but not in Poland. Polish consumers seem to rely more on cognitive responses to form an attitude towards the brand, while affective responses are more important for Belgium consumers.