Title: Using Music Tempo and Picture Distance to predict attitude towards advertised brands

Authors: Larry Shi; Michael J. Dotson; Dinesh S. Dave

Addresses: School of Business, North Carolina Central University, Durham, North Carolina 27707, USA. ' Department of Marketing, Walker College of Business, Appalachian State University, Boone, North Carolina 28608, USA. ' Department of Computer Information Systems, Walker College of Business, Appalachian State University, Boone, North Carolina 28608, USA

Abstract: This study examines whether Music Tempo (MT) and Picture Distance (PD) to predict attitudes towards television advertisements. Results suggest that PD is a good predictor for attitudes towards advertisements involving low involvement products. With the presence of such a strong attitude effect of MF, the effect of MT turned out to be negligible regardless of the sample size. We also found that PD is a good predictor for attitudes towards advertisements involving low involvement products. Future research is suggested to study the attitude effect of MT where individuals| familiarity of music used in an advertisement is at a negligible level.

Keywords: advertising management practice; attitude prediction; brands; branding; advertising music tempo; advertising picture distance; advertising music familiarity; television advertisements; television adverts; TV ads.

DOI: 10.1504/IJMP.2012.043933

International Journal of Management Practice, 2012 Vol.5 No.1, pp.89 - 106

Published online: 01 Dec 2011 *

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