Minhi Hahn

Effects of tempo and familiarity of background music on message processing in TV advertising: A resource-matching perspective

This article examines effects of tempo and familiarity of background music in TV advertising. Based on the resource-matching rationale stating that processing of a message is maximized when the resources demanded by the processing task match those people are able to make available, the authors predict an inverted-U-shaped relationship between the tempo and message recall. The prediction is fully supported when familiar music is used, but not when unfamiliar music is used in the background. Possible explanations of the results are offered and their implications are discussed.

Context effects and context maps for positioning

Context effects refer to changes in consumer preference and choice responses when a new alternative is added to a choice set. This paper proposes a general scheme for classifying various context effects using newly defined share-ratio measures (SRM) and share-change measures (SCM). With these measures, we can also draw context maps and preference-substitutability maps that visualise the nature of context effects and positions of competing brands. These maps allow marketers to make positioning decisions that take advantage of positive context effects.