... 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. © Emerald Group Publishing Limited 2012 Advertisements Music Attitude toward the ad Music‐message fit...

... A_ad. Given the numerous possible negative responses to music in a TV or radio commercial, achieving a favorable A_am among most target audience members is very challenging, especially when music‐message fit is lacking. Practical implications The paper offers cautionary advice...