Music-Visual Congruency and Its Impact on Two-Sided Message Recall

Karen Becker-Olsen, Lehigh University

Music-Visual Congruency and its Impact on Two–sided Message Recall

 

To date there has been minimal work which has evaluated processing biases related to two-side advertising.  In this work we look at the impact of music-visual congruency on two-sided message recall.  To ascertain the effects of music-visual congruency on two-sided message recall, subjects were exposed to a fictitious advertisement containing a list of ten negatively correlated words.  Recall results support mood congruence processing theories which link affective mood states to underlying cognitions.  Implications for increasing advertising credibility through two-sided advertising while harnessing processing biases are discussed.
[ to cite ]:
Karen Becker-Olsen (2006) ,"Music-Visual Congruency and Its Impact on Two-Sided Message Recall", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 578-579.