Abstract

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.

摘要

这项研究考察了广告音乐个性化对广告反应的影响，它在广告音乐和消费者的音乐偏好之间建立了契合度。基于个性化和音乐喜好的好处，我们假设广告音乐个性化会对广告观看时间和对广告的态度产生积极影响。我们还探讨了对广告产品态度的影响。我们进一步假设感知到的广告持续时间在对个性化广告音乐的反应中发挥作用。我们进行了两项实验，模拟观看伴随音乐曲目的可跳过在线广告的自然环境。研究 1 测试了测量的音乐喜好的影响，而研究 2 操纵音乐以匹配或不匹配参与者的偏好。不出所料，我们发现广告音乐个性化对广告观看时间有持续的积极影响。研究 1 显示，这种效应抵消了随着批次中后期放置的作用而减少广告观看时间的一般趋势。研究 2 进一步发现，个性化的广告音乐减少了感知广告的持续时间，也对广告态度产生了积极影响。对广告产品态度的影响不太明显。因此，这项研究特别关注广告背景因素的个性化，为以前从未研究过的工具提供细致入微的见解，并可能通过其对消费者反应的影响来提高营销传播的有效性。研究 2 进一步发现，个性化的广告音乐减少了感知广告的持续时间，也对广告态度产生了积极影响。对广告产品态度的影响不太明显。因此，这项研究特别关注广告背景因素的个性化，为以前从未研究过的工具提供细致入微的见解，并可能通过其对消费者反应的影响来提高营销传播的有效性。研究 2 进一步发现，个性化的广告音乐减少了感知广告的持续时间，也对广告态度产生了积极影响。对广告产品态度的影响不太明显。因此，这项研究特别关注广告背景因素的个性化，为以前从未研究过的工具提供了细致入微的见解，并可能通过其对消费者反应的影响来提高营销传播的有效性。