Impact Of Music Involvement On Advertising Effect

According to the Elaboration Likelihood Model, people tend to take central route to process message when their involvement with the message is high, and explore deeply into the central thread. While their level of involvement is low, they are prone to take peripheral route to process message with peripheral clues having enormous implications. Research shows that if people are provided with persuasive peripheral clue, better advertising effect can be achieved even in the context of low involvement.In order to know how to use the peripheral clue of music to achieve better advertising effect, this essay investigates that when people are faced with three different situations(namely low involvement, high cognitive involvement, high affectionate involvement),whether advertising recall, people's attitude towards ads and brands, as well as their purchasing predisposition are correlated.This article adopts experimental method and selects specific ads belonging to three different categories——low involvement, high cognitive involvement, high affectionate involvement. People'involvement with music is chosen as independent variable, while dependent variables are advertising recall, people's attitude towards ads and brands, and their purchasing predisposition.Result shows that people's involvement with music and advertising recall in the situation of low involvement are correlated; people's involvement with music and advertising recall in the situation of affectionate involvement are correlated too. whereas, people's involvement with music are not correlated with advertising recall in the situation of cognitive involvement.