RT Journal Article
SR Electronic
T1 The Impact of Source Effects on the Evaluation of Music for Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 95
OP 109
DO 10.2501/JAR-2020-016
VO 61
IS 1
A1 Anglada-Tort, Manuel
A1 Keller, Steve
A1 Steffens, Jochen
A1 MüLlensiefen, Daniel
YR 2021
UL http://www.journalofadvertisingresearch.com/content/61/1/95.abstract
AB 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.