The impact of source effects on the evaluation of music for advertising: Are there differences in how advertising professionals and consumers judge music?

When choosing music for advertisements, professionals are influenced by a large number of factors that could impair their judgment.
Anglada-tort, Keller, Steffens and Müllensiefen


  • Music choices can have profound effects on brand communications, but the process of evaluating music for advertising is understood poorly.
  • Source effects were a significant factor in influencing professionals’ evaluations of advertising music, but nonprofessionals were not affected by source cues at all.

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