Music format effects in radio advertising
Psychology and MarketingPublished 1 June 1990
Gary L. Sullivan
Citations24
SJR quartileQ1
SJR score3.50
SNIP2.48
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Abstract
Abstract Radio advertising performance was experimentally investigated to determine whether music format can moderate the persuasive effect of ads for low involvement type products. Recall, attitude toward the product, attitude toward the advertisement, and behavioral intention scores each provide support for the research hypothesis. As predicted, a highly involving music format produced the most consistently favorable effects for the products tested.
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Social SciencesArts and Humanities
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