Indian Journal of Marketing

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

The Effects of Lyrical Fit in Advertisements


Affiliations
1 Associate Professor, Music Department, Faculty of Human Ecology, University Putra Malaysia, 43400 Serdang, Malaysia
     

   Subscribe/Renew Journal


Music’s ability to suggest certain brand impressions were investigated in this study based on the theory of ‘musical fit.’ This is because music/voice content that ‘fit’ should prime certain impressions of the listeners’ knowledge for the brand and an increase/decrease in liking for the advertised product. This study, in particular, investigated the effects of using popular music with lyrics that ‘fitted’ an advertised product. Participants watched one of three versions of an advertisement whereby lyrics were varied in each version. The music selections were similar in lyrical meaning, tempo, style, rhythm, etc. The results contradicted previous findings ; implying that music with lyrics that ‘fit’ may not necessarily improve affective responses to brand impressions. The implications of this were discussed in terms of Berlyne’s theory and the limitations of musical fit.

Keywords

Musical Fit, Consumers, Popular Music, Brand Impressions, Berlyne’s Theory.

Paper Submission Date : December 4, 2020; Paper Sent Back for Revision : February 15, 2021; Paper Acceptance Date : February 23, 2021; Paper Published Online : March 10, 2021.

User
Subscription Login to verify subscription
Notifications
Font Size

  • Abolhasani, M., Oakes, S., & Oakes, H. (2017). Music in advertising and consumer identity : The search for Heideggeri an authenticity. Marketing Theory, 17(4), 473–490. https://doi.org/10.1177%2F1470593117692021

  • Adorno, T.W., & Horkheimer, M. (1997). Dialectic of enlightenment. Continuum.

  • Allan, D. (2006). Effects of popular music in advertising on attention and memory. Journal of Advertising Research, 46(4), 434–444. https://doi.org/10.2501/S0021849906060491

  • Areni, C. S., & Kim, D. (1993). The influence of background music on shopping behavior : Classical versus top-forty music in a wine store. In, L. McAlister & M. L. Rothschild (eds.), NA–Advances in Consumer Research (Vol. 20, pp. 336–340). Association for Consumer Research.

  • Bagdare, S., & Bansal, P. (2014). Effect of music on branding effectiveness : An experimental study on telecom brands. Indian Journal of Marketing, 44(3), 43–52. https://doi.org/10.17010/ijom/2014/v44/i3/80428

  • Berlyne, D. E. (1974). The new experimental aesthetics. In D.E. Berlyne (Ed.), Studies in the new experimental aesthetics : Steps toward an objective psychology of aesthetic appreciation. Halsted Press.

  • Bierly, C., McSweeney, F.K., & Vannieuwkerk, R. (1985). Classical conditioning of preferences for stimuli. Journal of Consumer Research, 12(3), 316 –323. https://doi.org/10.1086/208518

  • Burke, M.C., & Edell, J.A. (1986). Ad reactions over time : Capturing changes in the real world. Journal of Consumer Research, 13(1), 114 –118. https://doi.org/10.1086/209051

  • Clow, K.E., & Baack, D. (2003). Integrated advertising, promotion, and marketing communications. Prentice Hall.

  • Craton, L.G., & Lantos, G.P. (2011). Attitude toward the advertising music : An overlooked potential pitfall in commercials. Journal of Consumer Marketing, 28(6), 396–411. https://doi.org/10.1108/07363761111165912

  • Gorn, G. J. (1982). The effects of music in advertising on choice behavior : A classical conditioning approach. Journal of Marketing, 46(1), 94 –101. https://doi.org/10.2307/1251163

  • Hargreaves, D.J. (1984). The effects of repetition on liking for music. Journal of Research in Music Education, 32(1), 35–47. https://doi.org/10.2307%2F3345279

  • Hargreaves, D. J., North, A. C., & Tarrant, M. (2006). Musical preference and taste in childhood and adolescence. In G. E. McPherson (Ed.), The child as musician : A handbook of musical development (pp.135–154). Oxford University Press.

  • Heaton, M., & Paris, K. (2006). The effects of music congruency and lyrics on advertisement recall. https://www.uwlax.edu/globalassets/offices-services/urc/jur-online/pdf/2006/heaton.paris.pdf

  • Heckler, S. E., & Childers, T. (1992). The role of expectancy and relevancy in memory for verbal and visual information : What is incongruency ? Journal of Consumer Research, 18(4), 475–492. https://doi.org/10.1086/209275

  • Kellaris, J., Cox, A.D., & Cox, D. (1993). The effect of background music on ad processing : A contingency explanation. Journal of Marketing, 57(4), 114 –125. https://doi.org/10.2307/1252223

  • Let It Go (Disney Song). (2021, January 15). In Wikipedia. https://en.wikipedia.org/wiki/Let_It_Go_(Disney_song)

  • MacInnis, D. J., & Park, C. W. (1991). The differential role of characteristics of music on high–and low–involvement consumers' processing of ads. Journal of Consumer Research, 18(2), 161–173. https://doi.org/10.1086/209249

  • North, A. C., & Hargreaves, D. J. (1996). Responses to music in aerobic exercise and yogic relaxation classes. British Journal of Psychology, 87(4), 535–547. https://doi.org/10.1111/j.2044-8295.1996.tb02607.x

  • North, A.C., & Hargreaves, D.J. (2008). The social and applied psychology of music. University Press.

  • North, A.C., MacKenzie, L.C., Law, R. M., & Hargreaves, D. J. (2004). The effects of musical and voice "fit" on responses to advertisements. Journal of Applied Social Psychology, 34(8), 1675–1708. https://doi.org/10.1111/j.1559-1816.2004.tb02793.x

  • Park, C. W., & Young, S. M. (1986). Consumer response to television commercials : The impact of involvement and background music on brand attitude formation. Journal of Marketing Research, 23(1), 11–24. https://doi.org/10.2307/3151772

  • Pongiannan, K. (2009). Perception towards memorability of advertisements on TV–A descriptive study. Indian Journal of Marketing, 39(9), 35–39. http://indianjournalofmarketing.com/index.php/ijom/article/view/37087

  • Roehm, M. L. (2001). Instrumental vs. vocal versions of popular music in advertising. Journal of Advertising Research, 41(3), 49–58. https://doi.org/10.2501/JAR-41-3-49-58

  • Sacks, O. (2010). Brainworms, sticky music, and catchy tunes. In M. Petracca & M. Sorapure (Eds.), Reading pop culture (pp.99 –104). Prentice Hall.

  • Shankar, A., Elliott, R., & Fitchett, J. A. (2009). Identity, consumption and narratives of socialization. Marketing Theory, 9(1), 75–94. https://doi.org/10.1177%2F1470593108100062

  • Shuker, R. (1994). Understanding popular music. Routledge.

  • Simonton, D. K. (1980). Thematic fame, melodic originality, and musical zeitgeist : A biographical and transhistorical content analysis. Journal of Personality and Social Psychology, 38(6), 972–983. https://content.apa.org/doi/10.1037/0022-3514.38.6.972

  • Srull, T. K., Lichtenstein, M., & Rothbart, M. (1985). Associate storage and retrieval processes in person memory. Journal of Experimental Psychology : Learning, Memory, and Cognition, 11(2), 316–345. https://psycnet.apa.org/doi/10.1037/0278-7393.11.2.316

  • Sumbly, Y., & Siraj, S. (2019). Brand experience–A systematic review and research agenda. Indian Journal of Marketing, 49(5), 33–48. https://doi.org/10.17010/ijom/2019/v49/i5/144023

  • Sutherland, M., & Sylvester, A. K. (2000). Advertising and the mind of the consumer. Allen & Unwin.

  • Tan, S. - L., Spackman, M. P., & Peaslee, C. L. (2006). The effects of repeated exposure on liking and judgments of musical unity and patchwork compositions. Music Perception, 23(5), 407–421. https://doi.org/10.1525/mp.2006.23.5.407

  • Tom, G. (1995). Classical conditioning of unattended stimuli. Psychology & Marketing, 12(1), 79–87. https://doi.org/10.1002/mar.4220120106

  • Wallace, W.T. (1994). Memory for music : Effect of melody on recall of text. Journal of Experimental Psychology : Learning, Memory, and Cognition, 20(6), 1471–1485. https://doi.apa.org/doi/10.1037/0278-7393.20.6.1471

  • Yeoh, J.P.S., & Allan, D. (2020). Sounds like chicken : Sensory marketing and sound effects. Indian Journal of Marketing, 50(8–9), 19–31. https://doi.org/10.17010/ijom/2020/v50/i8-9/154689

  • Yeoh, J. P. S., & North, A. C. (2010a.). The effects of musical fit on choice between two competing foods. Musicae Scientiae, 14(1), 165–180. https://doi.org/10.1177%2F102986491001400107

  • Yeoh, J. P. S., & North, A. C. (2010b.). The effect of musical fit on consumers’ memory. Psychology of Music, 38(3), 368–378. https://doi.org/10.1177%2F0305735609360262

  • Yeoh, J.P.S., & North, A.C. (2012). The effect of musical fit on consumers' preferences between competing alternate petrols. Psychology of Music, 40(6), 709–719. https://doi.org/10.1177%2F0305735611408994

  • Yeoh, J.P.S., & North, A. C. (2013). The effects of musical fit on consumers’ choice when opportunity and ability is limited. Pertanika Journal of Social Sciences and Humanities, 21(1), 105–118.

  • Zhu, R., & Meyers-Levy, J. (2005). Distinguishing between the meanings of music : When background music affects product perceptions. Journal of Marketing Research, 42(3), 333-345. https://doi.org/10.1509%2Fjmkr.2005.42.3.333


Abstract Views: 258

PDF Views: 2




  • The Effects of Lyrical Fit in Advertisements

Abstract Views: 258  |  PDF Views: 2

Authors

Joanne P. S. Yeoh
Associate Professor, Music Department, Faculty of Human Ecology, University Putra Malaysia, 43400 Serdang, Malaysia

Abstract


Music’s ability to suggest certain brand impressions were investigated in this study based on the theory of ‘musical fit.’ This is because music/voice content that ‘fit’ should prime certain impressions of the listeners’ knowledge for the brand and an increase/decrease in liking for the advertised product. This study, in particular, investigated the effects of using popular music with lyrics that ‘fitted’ an advertised product. Participants watched one of three versions of an advertisement whereby lyrics were varied in each version. The music selections were similar in lyrical meaning, tempo, style, rhythm, etc. The results contradicted previous findings ; implying that music with lyrics that ‘fit’ may not necessarily improve affective responses to brand impressions. The implications of this were discussed in terms of Berlyne’s theory and the limitations of musical fit.

Keywords


Musical Fit, Consumers, Popular Music, Brand Impressions, Berlyne’s Theory.

Paper Submission Date : December 4, 2020; Paper Sent Back for Revision : February 15, 2021; Paper Acceptance Date : February 23, 2021; Paper Published Online : March 10, 2021.


References





DOI: https://doi.org/10.17010/ijom%2F2021%2Fv51%2Fi3%2F158062