Disentangling effects of subjective and objective characteristics of advertising music

Liu Gordon, Morteza Abolhasani, Haiming Hang

Research output: Contribution to journalArticlepeer-review

5 Citations (SciVal)
24 Downloads (Pure)


Purpose: Drawing on information processing theory, this paper aims to study how consumers’ liking of background music in advertising affects their purchase intention and explore the roles of positive brand attitudes, music mode and music tempo within such a relationship. Design/methodology/approach: We created several radio advertisements that promote two fictitious products: an electric car (EcoCar) and a reusable coffee mug (EcoMug). We study the role of music in these advertisements and examine how it affects purchase intention across multiple experiments. Findings: We confirm the prediction that positive brand attitudes mediate the relationship between music liking and purchase intention. We also show that music moderates such an indirect relationship because major mode music strengthens the effect of positive brand attitudes on purchase intention. Additionally, we find that major mode music with a fast tempo can further strengthen the effect of positive brand attitudes on purchase intention. As a result, the indirect effect of music liking upon purchase intention via positive brand attitudes will be moderated jointly by the music mode and the music tempo. Originality/value: Limited scholarship explores how the subjective characteristics of music affect consumer buying behaviour in conjunction with the objective characteristics of music. The current research addresses this gap by investigating how music liking (a subjective characteristic of music) and music mode and tempo (objective characteristics of music) affect consumer buying behaviour.

Original languageEnglish
Pages (from-to)1153-1183
Number of pages31
JournalEuropean Journal of Marketing
Issue number4
Early online date20 Apr 2022
Publication statusPublished - 26 Apr 2022


  • Advertising
  • Brand attitudes
  • Brand management
  • Information processing theory
  • Music
  • Music liking
  • Music mode
  • Music tempo

ASJC Scopus subject areas

  • Marketing


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