The effects of musical and voice “fit” on responses to advertisements
Research on musical “fit” suggests that listeners might recall more of a radio advertisement if it features musicalivoice content that corresponds with features of the advertised brand. This is because the musicivoice should prime certain aspects of listeners’ knowledge. Two studies were carried out...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Wiley-Blackwell Publishing Inc.
2004
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| Online Access: | http://hdl.handle.net/20.500.11937/36547 |
| _version_ | 1848754800452173824 |
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| author | North, Adrian MacKenzie, L. Law, R. Hargreaves, David |
| author_facet | North, Adrian MacKenzie, L. Law, R. Hargreaves, David |
| author_sort | North, Adrian |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Research on musical “fit” suggests that listeners might recall more of a radio advertisement if it features musicalivoice content that corresponds with features of the advertised brand. This is because the musicivoice should prime certain aspects of listeners’ knowledge. Two studies were carried out to test this, each involving 5 specially prepared radio ads. The first indicated that musical fit enhanced recall of the products advertised, the brands advertised, and specific claims made during the course of the ad copy; and also participants’ ratings of liking for the ad and likelihood of purchasing the advertised product. A second similar study considered voice fit and found that this could also promote recall of specific product claims and lead to higher ratings of liking for the ad and likelihood of purchasing the advertised product. These results confirm that both musical and voice fit can prime certain aspects of listeners’ knowledge and also increase liking for ads, such that it might improve knowledge-based and affective responses to advertising. The theoretical implications of this are discussed in terms of the concept of involvement and what precisely is meant by musicalivoice fit. |
| first_indexed | 2025-11-14T08:46:10Z |
| format | Journal Article |
| id | curtin-20.500.11937-36547 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:46:10Z |
| publishDate | 2004 |
| publisher | Wiley-Blackwell Publishing Inc. |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-365472017-09-13T15:28:25Z The effects of musical and voice “fit” on responses to advertisements North, Adrian MacKenzie, L. Law, R. Hargreaves, David Research on musical “fit” suggests that listeners might recall more of a radio advertisement if it features musicalivoice content that corresponds with features of the advertised brand. This is because the musicivoice should prime certain aspects of listeners’ knowledge. Two studies were carried out to test this, each involving 5 specially prepared radio ads. The first indicated that musical fit enhanced recall of the products advertised, the brands advertised, and specific claims made during the course of the ad copy; and also participants’ ratings of liking for the ad and likelihood of purchasing the advertised product. A second similar study considered voice fit and found that this could also promote recall of specific product claims and lead to higher ratings of liking for the ad and likelihood of purchasing the advertised product. These results confirm that both musical and voice fit can prime certain aspects of listeners’ knowledge and also increase liking for ads, such that it might improve knowledge-based and affective responses to advertising. The theoretical implications of this are discussed in terms of the concept of involvement and what precisely is meant by musicalivoice fit. 2004 Journal Article http://hdl.handle.net/20.500.11937/36547 10.1111/j.1559-1816.2004.tb02793.x Wiley-Blackwell Publishing Inc. restricted |
| spellingShingle | North, Adrian MacKenzie, L. Law, R. Hargreaves, David The effects of musical and voice “fit” on responses to advertisements |
| title | The effects of musical and voice “fit” on responses to advertisements |
| title_full | The effects of musical and voice “fit” on responses to advertisements |
| title_fullStr | The effects of musical and voice “fit” on responses to advertisements |
| title_full_unstemmed | The effects of musical and voice “fit” on responses to advertisements |
| title_short | The effects of musical and voice “fit” on responses to advertisements |
| title_sort | effects of musical and voice “fit” on responses to advertisements |
| url | http://hdl.handle.net/20.500.11937/36547 |