... commercials, their ways of considering acoustic cues (e.g. pitch) in a speaker's voice to infer traits of the speaker can be applied. If so, they may assume the pitch of ad background music acoustically surrounding the brand can imply cues associated with the brand's competence. Kyogu Lee can be contacted...

... to promote the perceived quality of digital products, but people with high-cool (vs low-cool) perception are more likely to perceive the brand competence to promote the perceived quality of digital products. Practical implications Based on the conclusions in this paper, marketers could emphasize the cool...