Marketion Psychology

Sound Advertising: A Review of the Experimental Evidence on the Effects of Music in Commercials on Attention, Memory, Attitudes, and Purchase Intention

David Allan, Ph.D.
Department of Marketing
Saint Joseph 's University

Online Publication Date: October 23, 2007

Journal of Media Psychology, Volume 12, No. 3, Fall, 2007

Abstract

This article reviews the empirical studies on the interaction of music and the hierarchy of advertising effects, or specifically attention, memory, attitudes and purchase intention. The most relevant literature is analyzed through the formation of two comprehensive tables of theories and experiments. Music variables such as appeal, fit, melody, mood, tempo, texture, tonality, and valence are shown to influence consumer attitude toward the ad and the brand, recall, pleasure and arousal, and purchase intention. This review provides a summary of the results and the foundation for future research into sound advertising. Introduction It is almost impossible to turn on the radio or the television, or walk into a retail establishment and not witness the marriage of art and commerce. Even before the days of media and malls, music was a major force in consumer marketing. Without exception, music plays a vital role in the interactive process of consumer behavior. The commercial uses of music in marketing account for billions of dollars nationwide. Not surprisingly, this area of study has received considerable attention primarily focused on the impact of music on consumer responses to commercial advertising. There are many stimuli, or environmental cues, that retailers use to affect consumer behavior including music, color, scents, etc. Music is considered to be the most commonly studied stimulus variable (Turley & Milliman, 2000). Most retailers would agree that music is one of their most important considerations and expenses (Yalch & Spangenberg, 1993). Billions of

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