TY  - JOUR
PY  - 2006//
TI  - The impact of background musical tempo and timbre congruity upon ad content recall and affective response
JO  - Applied cognitive psychology
A1  - Oakes, Steve
A1  - North, Adrian C.
SP  - 505
EP  - 520
VL  - 20
IS  - 4
N2  - This study investigated whether the tempo and timbre of background music influenced responses to radio ads. In Experiment 1 (in addition to a no-music control condition), slow- or fast-tempo background music was superimposed over the same ad. The slow-tempo music treatment produced significantly higher levels of ad content recall compared to the fast-tempo music treatment. Musical presence (slow- and fast-tempo treatments combined vs. no-music) significantly reduced levels of ad content recall. In Experiment 2, when three versions of digitally produced background music timbres were superimposed over a no-music version of another ad, results revealed positive main effects of timbre congruity upon recall of ad content and affective responses to the ad. Copyright © 2006 John Wiley & Sons, Ltd.<p /> <p>Language: en</p> 
LA  - en
SN  - 0888-4080
UR  - http://dx.doi.org/10.1002/acp.1199
ID  - ref1
ER  -