Using Music Tempo and Picture Distance to predict attitude towards advertised brands

Larry Shi, Michael J. Dotson and Dinesh S. Dave

International Journal of Management Practice, 2012, vol. 5, issue 1, 89-106

Abstract: This study examines whether Music Tempo (MT) and Picture Distance (PD) to predict attitudes towards television advertisements. Results suggest that PD is a good predictor for attitudes towards advertisements involving low involvement products. With the presence of such a strong attitude effect of MF, the effect of MT turned out to be negligible regardless of the sample size. We also found that PD is a good predictor for attitudes towards advertisements involving low involvement products. Future research is suggested to study the attitude effect of MT where individuals' familiarity of music used in an advertisement is at a negligible level.

Keywords: advertising management practice; attitude prediction; brands; branding; advertising music tempo; advertising picture distance; advertising music familiarity; television advertisements; television adverts; TV ads. (search for similar items in EconPapers)
Date: 2012
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