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Effects of tempo and familiarity of background music on message processing in TV advertising: A resource‐matching perspective
Author(s) -
Hahn Minhi,
Hwang Insuk
Publication year - 1999
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199912)16:8<659::aid-mar3>3.0.co;2-s
Subject(s) - perspective (graphical) , matching (statistics) , recall , psychology , resource (disambiguation) , task (project management) , advertising , cognitive psychology , computer science , artificial intelligence , computer network , statistics , business , mathematics , management , economics
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. © 1999 John Wiley & Sons, Inc.