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  The impact of source effects on the evaluation of music for advertising: Are there differences in how advertising professionals and consumers judge music?

Anglada-Tort, M., Keller, S., Steffens, J., & Müllensiefen, D. (2020). The impact of source effects on the evaluation of music for advertising: Are there differences in how advertising professionals and consumers judge music? Journal of Advertising Research. doi:10.2501/JAR-2020-016.

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Item Permalink: http://hdl.handle.net/21.11116/0000-0007-AD0E-8 Version Permalink: http://hdl.handle.net/21.11116/0000-0007-AD0F-7
Genre: Journal Article

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 Creators:
Anglada-Tort, Manuel1, Author              
Keller, Steve2, Author
Steffens, Jochen3, Author
Müllensiefen, Daniel4, Author
Affiliations:
1Technische Universität Berlin, Berlin, Germany, ou_persistent22              
2Studio Resonate, Pandora, ou_persistent22              
3Hochschule Düsseldorf, Düsseldorf, Germany, ou_persistent22              
4Goldsmiths, University of London, London, GB, ou_persistent22              

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 Abstract: When choosing music for advertisements, professionals are influenced by a large number of factors that could impair their judgment. This research examined source effects in the evaluation of advertising music by professionals and nonprofessionals. Results showed that advertising professionals gave significantly more favorable evaluations—higher in quality, authenticity, and expected cost—when they thought the music was sourced from performing artists compared with less credible and attractive sources. In contrast, nonprofessionals were not affected by source cues at all. The interplay between professionals' and nonprofessionals' perceptions of advertising music and the potential financial impact for brands are discussed.

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Language(s): eng - English
 Dates: 2019-10-282019-01-112019-12-062020-07-23
 Publication Status: Published online
 Pages: -
 Publishing info: -
 Table of Contents: -
 Rev. Type: -
 Identifiers: DOI: 10.2501/JAR-2020-016
 Degree: -

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Title: Journal of Advertising Research
Source Genre: Journal
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Publ. Info: Cambridge : Cambridge University Press
Pages: - Volume / Issue: - Sequence Number: - Start / End Page: - Identifier: ISSN: 0021-8499