Geoffrey P. Lantos and Lincoln G. Craton
The purpose of this paper is to provide a model of consumer response to music in broadcast commercials outlining four variables (listening situation, musical stimulus, listener…
Abstract
Purpose
The purpose of this paper is to provide a model of consumer response to music in broadcast commercials outlining four variables (listening situation, musical stimulus, listener characteristics, and advertising processing strategy) that affect a consumer's attitude toward the advertising music (Aam).
Design/methodology/approach
The paper takes the form of an integrative review of the relevant literatures from the psychology of music, marketing, and advertising.
Findings
Aam can be positively but also negatively influenced by many factors. Only some of these variables are employed in any typical study on consumer response to music, which may account for some conflicting findings.
Practical implications
The paper discusses factors for effectively using commercial music to affect Aam, with special focus on advertising processing strategy. Advertisers are urged to exercise extreme caution in using music and to always pretest its use considering factors identified in this paper. The paper suggests ways in which the model can guide future research.
Originality/value
The paper integrates diverse literatures and outlines the major variables comprising our model of consumer response to advertising music. Advertisers can use these variables as a checklist for factors to consider in selecting ad music.
Details
Keywords
Lincoln G. Craton and Geoffrey P. Lantos
The purpose of this paper is to identify the causes and implications of potential negative consumer response to music in broadcast commercials. It aims to accomplish this by…
Abstract
Purpose
The purpose of this paper is to identify the causes and implications of potential negative consumer response to music in broadcast commercials. It aims to accomplish this by introducing a new consumer response variable, attitude toward the advertising music (Aam) and relating Aam's components to advertising goals. It also aims to propose that Aam is a significant component of attitude toward the ad (Aad).
Design/methodology/approach
The paper takes the form of an integrative review of the relevant literatures in the psychology of music, consumer marketing, and advertising to formulate Aam.
Findings
Favorable Aam is a necessary but insufficient condition for favorable Aad in ads employing music. Furthermore, a negative Aam might cause a negative Aad. Given the numerous possible negative responses to music in a TV or radio commercial, achieving a favorable Aam among most target audience members is very challenging, especially when music‐message fit is lacking.
Practical implications
The paper offers cautionary advice for advertisers using music and directions for future research.
Originality/value
The paper provides a novel integration of literatures in psychology and marketing/advertising. Whereas most scholars and practitioners assume that music adds value to commercials, the authors demonstrate key ways in which music can cause adverse listener reactions.
Details
Keywords
Richard K. Fleischman, David Oldroyd and Thomas N. Tyson
The aim of this paper is to focus on the transition from slavery to wage workers in the American South and British West Indies, and the corresponding nature of the reporting and…
Abstract
Purpose
The aim of this paper is to focus on the transition from slavery to wage workers in the American South and British West Indies, and the corresponding nature of the reporting and control procedures that were established in both venues, in order to create a disciplined workforce, and establish regular relations between employees and employers. It seeks to explain the differences in labour control practices between the two regions and to discuss the impact on these practices of accounting and other quantitative techniques c.1760-1870. In particular, it aims to consider the central role played by government in the process.
Design/methodology/approach
The study forms part of an archival research project, in which the authors have consulted archives in four Southern States (Alabama, Louisiana, Mississippi, and North Carolina), three Caribbean island nations, formerly British colonies (Antigua, Barbados, and Jamaica), and record repositories the length and breadth of Great Britain. The records of the Freedmen ' s Bureau (FB), located in the National Archives, Washington, DC, have been likewise visited. These primary sources have been supported by the extensive secondary literature on slavery and its aftermath.
Findings
In the USA, accounting for labour in the transition from slavery was typically ad hoc and inconsistent, whereas in the BWI it was more organised, detailed, and displayed greater uniformity – both within and across colonies. The role of the British Colonial Office (BCO) was crucial here. A range of economic and political factors are advanced to explain the differences between the two locations. The paper highlights the limitations of accounting controls and economic incentives in disciplining labour without the presence of physical coercion in situations where there is a refusal on the part of the workers to cooperate.
Originality/value
There is a relatively small volume of secondary literature comparing US and BWI slavery and its legacy. Likewise, the accounting implications of labour-control practices, during the transition from slavery to freedom, are largely understudied. The research also points to a need to assess the decision-influencing capabilities of management accounting systems in other transitional labour settings.