Music to the individual consumer's ears : how and why does personalizing music in advertising enhance viewing duration and ad effectiveness?
Gespeichert in:
| Autor*in: |
Maroely, Ran [verfasserIn] Munichor, Nira [verfasserIn] |
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| Format: |
E-Artikel |
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| Sprache: |
Englisch |
| Erschienen: |
2023 |
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| Schlagwörter: |
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| Übergeordnetes Werk: |
Enthalten in: International journal of advertising - Abingdon : Routledge, 1982, 42(2023), 4, Seite 682-712 |
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| Übergeordnetes Werk: |
volume:42 ; year:2023 ; number:4 ; pages:682-712 |
| Links: |
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| DOI / URN: |
10.1080/02650487.2022.2106675 |
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| Katalog-ID: |
1850877327 |
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| 982 | |2 26 |1 00 |x DE-206 |b This research examines the effects of ad music personalization, which creates a fit between the ad music and consumer's music preferences, on responses to ads. Based on the benefits of personalization and music liking, we hypothesized that ad music personalization would positively affect ad view time and attitudes toward the ad. We also explored effects on attitudes toward the advertised product. We further hypothesized that perceived ad duration plays a role in responses to personalized ad music. We conducted two experiments that simulated a natural environment of viewing skippable online ads accompanied by music tracks. Study 1 tested the effects of measured music liking, whereas Study 2 manipulated the music to either match or not match participants' preferences. As expected, we found a consistent positive effect of ad music personalization on ad view time. Study 1 revealed that this effect counteracts the general trend of diminishing ad view time as a function of later placement in a batch. Study 2 further found that personalized ad music reduces perceived ad duration, positively affecting ad attitudes as well. Effects on attitudes toward the advertised product were less pronounced. Thus, this research, which uniquely focuses on personalization of an ad's background factor, offers nuanced insights into an instrument that has never been studied before, and may enhance the effectiveness of marketing communications through its impact on consumer reactions. | ||
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10.1080/02650487.2022.2106675 doi (DE-627)1850877327 (DE-599)KXP1850877327 DE-627 ger DE-627 rda eng Maroely, Ran verfasserin aut Music to the individual consumer's ears how and why does personalizing music in advertising enhance viewing duration and ad effectiveness? Ran Maroely and Nira Munichor 2023 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier fit (dpeaa)DE-206 music (dpeaa)DE-206 musical taste (dpeaa)DE-206 perceived time (dpeaa)DE-206 personalization (dpeaa)DE-206 Video ads (dpeaa)DE-206 view time (dpeaa)DE-206 Munichor, Nira verfasserin aut Enthalten in International journal of advertising Abingdon : Routledge, 1982 42(2023), 4, Seite 682-712 Online-Ressource (DE-627)341352039 (DE-600)2067926-9 (DE-576)263159086 1759-3948 nnns volume:42 year:2023 number:4 pages:682-712 https://www.tandfonline.com/doi/pdf/10.1080/02650487.2022.2106675 Verlag lizenzpflichtig https://doi.org/10.1080/02650487.2022.2106675 Resolving-System lizenzpflichtig GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_110 GBV_ILN_120 GBV_ILN_151 GBV_ILN_152 GBV_ILN_224 GBV_ILN_285 GBV_ILN_370 GBV_ILN_647 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2034 GBV_ILN_2048 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2108 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2118 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2548 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4393 GBV_ILN_4700 AR 42 2023 4 682-712 26 01 0206 4342659824 x1z 23-06-23 26 00 DE-206 This research examines the effects of ad music personalization, which creates a fit between the ad music and consumer's music preferences, on responses to ads. Based on the benefits of personalization and music liking, we hypothesized that ad music personalization would positively affect ad view time and attitudes toward the ad. We also explored effects on attitudes toward the advertised product. We further hypothesized that perceived ad duration plays a role in responses to personalized ad music. We conducted two experiments that simulated a natural environment of viewing skippable online ads accompanied by music tracks. Study 1 tested the effects of measured music liking, whereas Study 2 manipulated the music to either match or not match participants' preferences. As expected, we found a consistent positive effect of ad music personalization on ad view time. Study 1 revealed that this effect counteracts the general trend of diminishing ad view time as a function of later placement in a batch. Study 2 further found that personalized ad music reduces perceived ad duration, positively affecting ad attitudes as well. Effects on attitudes toward the advertised product were less pronounced. Thus, this research, which uniquely focuses on personalization of an ad's background factor, offers nuanced insights into an instrument that has never been studied before, and may enhance the effectiveness of marketing communications through its impact on consumer reactions. |
| spelling |
10.1080/02650487.2022.2106675 doi (DE-627)1850877327 (DE-599)KXP1850877327 DE-627 ger DE-627 rda eng Maroely, Ran verfasserin aut Music to the individual consumer's ears how and why does personalizing music in advertising enhance viewing duration and ad effectiveness? Ran Maroely and Nira Munichor 2023 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier fit (dpeaa)DE-206 music (dpeaa)DE-206 musical taste (dpeaa)DE-206 perceived time (dpeaa)DE-206 personalization (dpeaa)DE-206 Video ads (dpeaa)DE-206 view time (dpeaa)DE-206 Munichor, Nira verfasserin aut Enthalten in International journal of advertising Abingdon : Routledge, 1982 42(2023), 4, Seite 682-712 Online-Ressource (DE-627)341352039 (DE-600)2067926-9 (DE-576)263159086 1759-3948 nnns volume:42 year:2023 number:4 pages:682-712 https://www.tandfonline.com/doi/pdf/10.1080/02650487.2022.2106675 Verlag lizenzpflichtig https://doi.org/10.1080/02650487.2022.2106675 Resolving-System lizenzpflichtig GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_110 GBV_ILN_120 GBV_ILN_151 GBV_ILN_152 GBV_ILN_224 GBV_ILN_285 GBV_ILN_370 GBV_ILN_647 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2034 GBV_ILN_2048 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2108 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2118 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2548 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4393 GBV_ILN_4700 AR 42 2023 4 682-712 26 01 0206 4342659824 x1z 23-06-23 26 00 DE-206 This research examines the effects of ad music personalization, which creates a fit between the ad music and consumer's music preferences, on responses to ads. Based on the benefits of personalization and music liking, we hypothesized that ad music personalization would positively affect ad view time and attitudes toward the ad. We also explored effects on attitudes toward the advertised product. We further hypothesized that perceived ad duration plays a role in responses to personalized ad music. We conducted two experiments that simulated a natural environment of viewing skippable online ads accompanied by music tracks. Study 1 tested the effects of measured music liking, whereas Study 2 manipulated the music to either match or not match participants' preferences. As expected, we found a consistent positive effect of ad music personalization on ad view time. Study 1 revealed that this effect counteracts the general trend of diminishing ad view time as a function of later placement in a batch. Study 2 further found that personalized ad music reduces perceived ad duration, positively affecting ad attitudes as well. Effects on attitudes toward the advertised product were less pronounced. Thus, this research, which uniquely focuses on personalization of an ad's background factor, offers nuanced insights into an instrument that has never been studied before, and may enhance the effectiveness of marketing communications through its impact on consumer reactions. |
| allfields_unstemmed |
10.1080/02650487.2022.2106675 doi (DE-627)1850877327 (DE-599)KXP1850877327 DE-627 ger DE-627 rda eng Maroely, Ran verfasserin aut Music to the individual consumer's ears how and why does personalizing music in advertising enhance viewing duration and ad effectiveness? Ran Maroely and Nira Munichor 2023 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier fit (dpeaa)DE-206 music (dpeaa)DE-206 musical taste (dpeaa)DE-206 perceived time (dpeaa)DE-206 personalization (dpeaa)DE-206 Video ads (dpeaa)DE-206 view time (dpeaa)DE-206 Munichor, Nira verfasserin aut Enthalten in International journal of advertising Abingdon : Routledge, 1982 42(2023), 4, Seite 682-712 Online-Ressource (DE-627)341352039 (DE-600)2067926-9 (DE-576)263159086 1759-3948 nnns volume:42 year:2023 number:4 pages:682-712 https://www.tandfonline.com/doi/pdf/10.1080/02650487.2022.2106675 Verlag lizenzpflichtig https://doi.org/10.1080/02650487.2022.2106675 Resolving-System lizenzpflichtig GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_110 GBV_ILN_120 GBV_ILN_151 GBV_ILN_152 GBV_ILN_224 GBV_ILN_285 GBV_ILN_370 GBV_ILN_647 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2034 GBV_ILN_2048 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2108 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2118 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2548 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4393 GBV_ILN_4700 AR 42 2023 4 682-712 26 01 0206 4342659824 x1z 23-06-23 26 00 DE-206 This research examines the effects of ad music personalization, which creates a fit between the ad music and consumer's music preferences, on responses to ads. Based on the benefits of personalization and music liking, we hypothesized that ad music personalization would positively affect ad view time and attitudes toward the ad. We also explored effects on attitudes toward the advertised product. We further hypothesized that perceived ad duration plays a role in responses to personalized ad music. We conducted two experiments that simulated a natural environment of viewing skippable online ads accompanied by music tracks. Study 1 tested the effects of measured music liking, whereas Study 2 manipulated the music to either match or not match participants' preferences. As expected, we found a consistent positive effect of ad music personalization on ad view time. Study 1 revealed that this effect counteracts the general trend of diminishing ad view time as a function of later placement in a batch. Study 2 further found that personalized ad music reduces perceived ad duration, positively affecting ad attitudes as well. Effects on attitudes toward the advertised product were less pronounced. Thus, this research, which uniquely focuses on personalization of an ad's background factor, offers nuanced insights into an instrument that has never been studied before, and may enhance the effectiveness of marketing communications through its impact on consumer reactions. |
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10.1080/02650487.2022.2106675 doi (DE-627)1850877327 (DE-599)KXP1850877327 DE-627 ger DE-627 rda eng Maroely, Ran verfasserin aut Music to the individual consumer's ears how and why does personalizing music in advertising enhance viewing duration and ad effectiveness? Ran Maroely and Nira Munichor 2023 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier fit (dpeaa)DE-206 music (dpeaa)DE-206 musical taste (dpeaa)DE-206 perceived time (dpeaa)DE-206 personalization (dpeaa)DE-206 Video ads (dpeaa)DE-206 view time (dpeaa)DE-206 Munichor, Nira verfasserin aut Enthalten in International journal of advertising Abingdon : Routledge, 1982 42(2023), 4, Seite 682-712 Online-Ressource (DE-627)341352039 (DE-600)2067926-9 (DE-576)263159086 1759-3948 nnns volume:42 year:2023 number:4 pages:682-712 https://www.tandfonline.com/doi/pdf/10.1080/02650487.2022.2106675 Verlag lizenzpflichtig https://doi.org/10.1080/02650487.2022.2106675 Resolving-System lizenzpflichtig GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_110 GBV_ILN_120 GBV_ILN_151 GBV_ILN_152 GBV_ILN_224 GBV_ILN_285 GBV_ILN_370 GBV_ILN_647 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2034 GBV_ILN_2048 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2108 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2118 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2548 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4393 GBV_ILN_4700 AR 42 2023 4 682-712 26 01 0206 4342659824 x1z 23-06-23 26 00 DE-206 This research examines the effects of ad music personalization, which creates a fit between the ad music and consumer's music preferences, on responses to ads. Based on the benefits of personalization and music liking, we hypothesized that ad music personalization would positively affect ad view time and attitudes toward the ad. We also explored effects on attitudes toward the advertised product. We further hypothesized that perceived ad duration plays a role in responses to personalized ad music. We conducted two experiments that simulated a natural environment of viewing skippable online ads accompanied by music tracks. Study 1 tested the effects of measured music liking, whereas Study 2 manipulated the music to either match or not match participants' preferences. As expected, we found a consistent positive effect of ad music personalization on ad view time. Study 1 revealed that this effect counteracts the general trend of diminishing ad view time as a function of later placement in a batch. Study 2 further found that personalized ad music reduces perceived ad duration, positively affecting ad attitudes as well. Effects on attitudes toward the advertised product were less pronounced. Thus, this research, which uniquely focuses on personalization of an ad's background factor, offers nuanced insights into an instrument that has never been studied before, and may enhance the effectiveness of marketing communications through its impact on consumer reactions. |
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10.1080/02650487.2022.2106675 doi (DE-627)1850877327 (DE-599)KXP1850877327 DE-627 ger DE-627 rda eng Maroely, Ran verfasserin aut Music to the individual consumer's ears how and why does personalizing music in advertising enhance viewing duration and ad effectiveness? Ran Maroely and Nira Munichor 2023 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier fit (dpeaa)DE-206 music (dpeaa)DE-206 musical taste (dpeaa)DE-206 perceived time (dpeaa)DE-206 personalization (dpeaa)DE-206 Video ads (dpeaa)DE-206 view time (dpeaa)DE-206 Munichor, Nira verfasserin aut Enthalten in International journal of advertising Abingdon : Routledge, 1982 42(2023), 4, Seite 682-712 Online-Ressource (DE-627)341352039 (DE-600)2067926-9 (DE-576)263159086 1759-3948 nnns volume:42 year:2023 number:4 pages:682-712 https://www.tandfonline.com/doi/pdf/10.1080/02650487.2022.2106675 Verlag lizenzpflichtig https://doi.org/10.1080/02650487.2022.2106675 Resolving-System lizenzpflichtig GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_110 GBV_ILN_120 GBV_ILN_151 GBV_ILN_152 GBV_ILN_224 GBV_ILN_285 GBV_ILN_370 GBV_ILN_647 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2034 GBV_ILN_2048 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2108 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2118 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2548 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4393 GBV_ILN_4700 AR 42 2023 4 682-712 26 01 0206 4342659824 x1z 23-06-23 26 00 DE-206 This research examines the effects of ad music personalization, which creates a fit between the ad music and consumer's music preferences, on responses to ads. Based on the benefits of personalization and music liking, we hypothesized that ad music personalization would positively affect ad view time and attitudes toward the ad. We also explored effects on attitudes toward the advertised product. We further hypothesized that perceived ad duration plays a role in responses to personalized ad music. We conducted two experiments that simulated a natural environment of viewing skippable online ads accompanied by music tracks. Study 1 tested the effects of measured music liking, whereas Study 2 manipulated the music to either match or not match participants' preferences. As expected, we found a consistent positive effect of ad music personalization on ad view time. Study 1 revealed that this effect counteracts the general trend of diminishing ad view time as a function of later placement in a batch. Study 2 further found that personalized ad music reduces perceived ad duration, positively affecting ad attitudes as well. Effects on attitudes toward the advertised product were less pronounced. Thus, this research, which uniquely focuses on personalization of an ad's background factor, offers nuanced insights into an instrument that has never been studied before, and may enhance the effectiveness of marketing communications through its impact on consumer reactions. |
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Based on the benefits of personalization and music liking, we hypothesized that ad music personalization would positively affect ad view time and attitudes toward the ad. We also explored effects on attitudes toward the advertised product. We further hypothesized that perceived ad duration plays a role in responses to personalized ad music. We conducted two experiments that simulated a natural environment of viewing skippable online ads accompanied by music tracks. Study 1 tested the effects of measured music liking, whereas Study 2 manipulated the music to either match or not match participants' preferences. As expected, we found a consistent positive effect of ad music personalization on ad view time. Study 1 revealed that this effect counteracts the general trend of diminishing ad view time as a function of later placement in a batch. Study 2 further found that personalized ad music reduces perceived ad duration, positively affecting ad attitudes as well. Effects on attitudes toward the advertised product were less pronounced. Thus, this research, which uniquely focuses on personalization of an ad's background factor, offers nuanced insights into an instrument that has never been studied before, and may enhance the effectiveness of marketing communications through its impact on consumer reactions.</subfield></datafield></record></collection>
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26 00 DE-206 This research examines the effects of ad music personalization, which creates a fit between the ad music and consumer's music preferences, on responses to ads. Based on the benefits of personalization and music liking, we hypothesized that ad music personalization would positively affect ad view time and attitudes toward the ad. We also explored effects on attitudes toward the advertised product. We further hypothesized that perceived ad duration plays a role in responses to personalized ad music. We conducted two experiments that simulated a natural environment of viewing skippable online ads accompanied by music tracks. Study 1 tested the effects of measured music liking, whereas Study 2 manipulated the music to either match or not match participants' preferences. As expected, we found a consistent positive effect of ad music personalization on ad view time. Study 1 revealed that this effect counteracts the general trend of diminishing ad view time as a function of later placement in a batch. Study 2 further found that personalized ad music reduces perceived ad duration, positively affecting ad attitudes as well. Effects on attitudes toward the advertised product were less pronounced. Thus, this research, which uniquely focuses on personalization of an ad's background factor, offers nuanced insights into an instrument that has never been studied before, and may enhance the effectiveness of marketing communications through its impact on consumer reactions Music to the individual consumer's ears how and why does personalizing music in advertising enhance viewing duration and ad effectiveness? Ran Maroely and Nira Munichor fit (dpeaa)DE-206 music (dpeaa)DE-206 musical taste (dpeaa)DE-206 perceived time (dpeaa)DE-206 personalization (dpeaa)DE-206 Video ads (dpeaa)DE-206 view time (dpeaa)DE-206 |
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ind1=" " ind2=" "><subfield code="a">GBV_ILN_4323</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">GBV_ILN_4324</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">GBV_ILN_4325</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">GBV_ILN_4326</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">GBV_ILN_4335</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">GBV_ILN_4393</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">GBV_ILN_4700</subfield></datafield><datafield tag="951" ind1=" " ind2=" "><subfield code="a">AR</subfield></datafield><datafield tag="952" ind1=" " ind2=" "><subfield code="d">42</subfield><subfield code="j">2023</subfield><subfield code="e">4</subfield><subfield code="h">682-712</subfield></datafield><datafield tag="980" ind1=" " ind2=" "><subfield code="2">26</subfield><subfield code="1">01</subfield><subfield code="x">0206</subfield><subfield code="b">4342659824</subfield><subfield code="y">x1z</subfield><subfield code="z">23-06-23</subfield></datafield><datafield tag="982" ind1=" " ind2=" "><subfield code="2">26</subfield><subfield code="1">00</subfield><subfield code="x">DE-206</subfield><subfield code="b">This research examines the effects of ad music personalization, which creates a fit between the ad music and consumer's music preferences, on responses to ads. Based on the benefits of personalization and music liking, we hypothesized that ad music personalization would positively affect ad view time and attitudes toward the ad. We also explored effects on attitudes toward the advertised product. We further hypothesized that perceived ad duration plays a role in responses to personalized ad music. We conducted two experiments that simulated a natural environment of viewing skippable online ads accompanied by music tracks. Study 1 tested the effects of measured music liking, whereas Study 2 manipulated the music to either match or not match participants' preferences. As expected, we found a consistent positive effect of ad music personalization on ad view time. Study 1 revealed that this effect counteracts the general trend of diminishing ad view time as a function of later placement in a batch. Study 2 further found that personalized ad music reduces perceived ad duration, positively affecting ad attitudes as well. Effects on attitudes toward the advertised product were less pronounced. Thus, this research, which uniquely focuses on personalization of an ad's background factor, offers nuanced insights into an instrument that has never been studied before, and may enhance the effectiveness of marketing communications through its impact on consumer reactions.</subfield></datafield></record></collection>
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| score |
7.4028063 |