Abstract
The role of music in advertising is discussed and, based on a limited capacity model of attention, it is hypothesized that highly attractive music may contribute to learning of commercial message information in "noisy" environments but inhibit same in "quiet" environments. An experimental study provides support for the hypothesis. The use of music in advertising is discussed broadly and research issues raised.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Broadbent, D.E. (1958), Perception and Communication. London: Pergamon Press.
Glass, Arnold Lewis, Keith James Holyoak, and John Lester Santa (1979), Cognition. Reading, MA: Addison-Wesley Publishing Company.
Gorn, Gerald, (1982), "Music in Advertising: A Classical Conditioning Explanation", Journal of Marketing,
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Obermiller, C., Atwood, A. (2015). The Effect of Music on Attention to Audio Ads. In: Malhotra, N. (eds) Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11101-8_6
Download citation
DOI: https://doi.org/10.1007/978-3-319-11101-8_6
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11100-1
Online ISBN: 978-3-319-11101-8
eBook Packages: Business and EconomicsBusiness and Management (R0)