Abstract

This study examines the effects of music styles, which are congruent and incongruent with brand image, on attitude towards the advertisement (A$\sb{\rm Ad}$) and attitude towards the brand (A$\sb{\rm Brand}$). The intervening effects of high and low cognition processing situations are also examined. The experimental manipulation was accomplished using twelve radio ad treatments. The two brands, Rolex and Swatch, each had two voice-over versions (high cognition and low cognition). Each voice-over was produced in three versions: Classical music, Rock music, and no-music background. The 2 x 2 x 3 between subjects research design had twelve testing conditions (high/low cognition; Rolex/Swatch brands; Classical, Rock, and no-music conditions). For the analysis, the Rolex/Classical and Swatch/Rock music cells were collapsed to form the "congruent" condition, while the Rolex/Rock and Swatch/Classical music cells were collapsed to form the "incongruent" condition. Subjects (n = 381) were asked to listen to an advertisement/music combination and complete a questionnaire. In general, results indicated that the presence of music in ads did not affect A$\sb{\rm Ad}$ and A$\sb{\rm Brand}.$ Ads with brands paired with incongruent music style were perceived as more original. Ads with brands paired with congruent music style were considered to be the most interesting and elicited the happiest feelings. Moreover, high cognition ads were considered more interesting, original, and elicited positive feelings when music, congruent or incongruent, was present.