PT  - JOURNAL ARTICLE
AU  - Steve Oakes
TI  - Evaluating Empirical Research into Music in Advertising: A Congruity Perspective
AID  - 10.2501/S0021849907070055
DP  - 2007 Mar 01
TA  - Journal of Advertising Research
PG  - 38--50
VI  - 47
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/47/1/38.short
4100  - http://www.journalofadvertisingresearch.com/content/47/1/38.full
SO  - J Advert Res2007 Mar 01; 47
AB  - This research provides a review and analysis of empirical studies focusing upon cognitive and affective response to music in advertising. It draws together an apparently disparate literature to reach conclusions that will be valuable to advertising practitioners and academics. Findings are categorized by introducing 10 original definitions of music/advertising congruity (score, mood, repetition, association, valence, semantic, genre, image, tempo, and timbre). This highlights the emergence of a coherent pattern in which increased music/advertising congruity contributes synergistically to communications effectiveness by enhancing purchase intent, brand attitude, recall facilitation, and affective response. However, additional evidence indicates that future research should assess the benefits of using more artfully incongruous musical stimuli.