Narrative Music in Congruent and Incongruent TV Advertising

112 citations recorded by the source corpus.

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

Musical influences in advertising: how music modifies first impressions of product endorsers and brands (2006, background): “Hung (2000, 2001) considered the process by which consumers use music to create meanings.”
Evaluating Empirical Research into Music in Advertising: A Congruity Perspective (2007, background): “Hung (2001) revealed how emotional response to music can transfer directly to the advertisement itself.”
Perceived Congruence and Incongruence: Toward a Clarification of the Concept, its Formation and Measure (2011, background): “Hung K. (2000), Narrative music in congruent and incongruent TV advertising, Journal of Advertising, 29, 1, 25-34.”
Understanding schema incongruity as a process in advertising: Review and future recommendations (2013, methodology): “With incongruity strategies, information is provided with an unexpected twist in the plot (Hung 2000).”