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The Effects of Background Music in Advertising: A Reassessment

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  • Kellaris, James J
  • Cox, Anthony D

Abstract

Gorn's pioneering article on the effects of background music in advertising has spurred a significant controversy and inspired vigorous interest in the topic. Following the recommendation Allen and Madden (1985), we conducted three experiments that attempted to replicate Gorn's results. Contrary to Gorn's findings, there was no evidence that product preferences can be conditioned through a single exposure to appealing or unappealing music. Copyright 1989 by the University of Chicago.

Suggested Citation

  • Kellaris, James J & Cox, Anthony D, 1989. "The Effects of Background Music in Advertising: A Reassessment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 113-118, June.
    • Handle: RePEc:oup:jconrs:v:16:y:1989:i:1:p:113-18
    DOI: 10.1086/209199
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    Cited by:

    1. Pornpitakpan, Chanthika, 2012. "A critical review of classical conditioning effects on consumer behavior," Australasian marketing journal, Elsevier, vol. 20(4), pages 282-296.
    2. Alpert, Mark I. & Alpert, Judy I. & Maltz, Elliot N., 2005. "Purchase occasion influence on the role of music in advertising," Journal of Business Research, Elsevier, vol. 58(3), pages 369-376, March.
    3. Chebat, Jean-Charles & Chebat, Claire Gelinas & Vaillant, Dominique, 2001. "Environmental background music and in-store selling," Journal of Business Research, Elsevier, vol. 54(2), pages 115-123, November.
    4. Debra Riley & Mark Anderson, 2015. "The Impact of Music Pleasantness and Fit on Advertising Attitudes for Low and High Involvement Consumers," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 90-96, July.
    5. Pranay Verma, 2013. "Framework For Music As Store Atmospherics To Induce Buying: A Study Of Delhi Mall Customers," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 0(2), pages 81-100.
    6. Francesco Petrucci, 2013. "Musical priming effects on food preference," The International Journal of Economic Behavior - IJEB, Faculty of Business and Administration, University of Bucharest, vol. 3(1), pages 155-167, December.
    7. Meda Roxana Burghelea & Ioan Plaias & Jaafar El-Murad, 2015. "The Effects of Music as an Atmospheric Variable on Consumer Behaviour in the Context of Retailing and Service Environments," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 377-392, July.
    8. DiClemente, Diane F. & Hantula, Donald A., 2003. "Applied behavioral economics and consumer choice," Journal of Economic Psychology, Elsevier, vol. 24(5), pages 589-602, October.
    9. Ball, A. Dwayne & Sawyer, Alan G., 2013. "Issues involving the use of significant sameness in testing replications and generating knowledge," Journal of Business Research, Elsevier, vol. 66(9), pages 1389-1392.

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