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The Impact of Source Effects on the Evaluation of Music for Advertising

Are there Differences in How Advertising Professionals and Consumers Judge Music?

Manuel Anglada-Tort, Steve Keller, Jochen Steffens, Daniel Müllensiefen
DOI: 10.2501/JAR-2020-016 Published 23 July 2020
Manuel Anglada-Tort
Technische Universität Berlin,
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  • For correspondence: m.angladatort@campus.tu-berlin.de
Steve Keller
Studio Resonate/Pandora,
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  • For correspondence: skeller1@pandora.com
Jochen Steffens
Hochschule Düsseldorf, University of Applied Sciences,
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  • For correspondence: jochen.steffens@hs-duesseldorf.de
Daniel Müllensiefen
Goldsmiths, University of London,
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  • For correspondence: d.mullensiefen@gold.ac.uk
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ABSTRACT

When choosing music for advertisements, professionals are influenced by a large number of factors that could impair their judgment. This research examined source effects in the evaluation of advertising music by professionals and nonprofessionals. Results showed that advertising professionals gave significantly more favorable evaluations—higher in quality, authenticity, and expected cost—when they thought the music was sourced from performing artists compared with less credible and attractive sources. In contrast, nonprofessionals were not affected by source cues at all. The interplay between professionals' and nonprofessionals' perceptions of advertising music and the potential financial impact for brands are discussed.

  • Received January 11, 2019.
  • Received (in revised form) October 28, 2019.
  • Accepted December 6, 2019.
  • Copyright© 2020 ARF. All rights reserved.
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Vol 60 Issue 4

Journal of Advertising Research: 60 (4)
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The Impact of Source Effects on the Evaluation of Music for Advertising
Manuel Anglada-Tort, Steve Keller, Jochen Steffens, Daniel Müllensiefen
Journal of Advertising Research Jul 2020, JAR-2020-016; DOI: 10.2501/JAR-2020-016

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The Impact of Source Effects on the Evaluation of Music for Advertising
Manuel Anglada-Tort, Steve Keller, Jochen Steffens, Daniel Müllensiefen
Journal of Advertising Research Jul 2020, JAR-2020-016; DOI: 10.2501/JAR-2020-016
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  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • HYPOTHESIS FORMULATION
    • EXPERIMENT 1: ADVERTISING AND MARKETING PROFESSIONALS
    • EXPERIMENT 2: NONPROFESSIONALS
    • PROFESSIONALS VERSUS NONPROFESSIONALS
    • GENERAL DISCUSSION
    • ABOUT THE AUTHORS
    • Appendix A
    • Appendix B Summary of Principal-Components Analyses
    • Appendix C
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