inShare Contributions From a Musical Perspective on Advertising and Consumer Behavior

Published date: April 7, 2017

Judy I. Alpert, St. Edward's University
Mark I. Alpert, University of Texas at Austin

ABSTRACT - The role of music in advertising has recently attracted considerable interest in marketing and consumer psychology. This paper will discuss the role of formal analysis of musical structure in advertising, noting that music's effects must also consider key elements of the culture, the ad and what preceded it, consumer perceptions, moods, and involvement, and the fit between the music and the theme of the ad. A tentative musical hierarchy presence model is suggested, which describes the salience of music in different advertisements, and a framework which integrates the key moderators of musical influence in advertising is advocated.


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