Abstract

This study attempts to examine the relationships between message framing and background music under three different types of involvement. The authors postulate cognitively involved consumers would adapt central routes to process ads but affectively and low involved consumers would use peripheral ones. The result provides empirical support for cognitively and low involved consumers but not for affectively involved consumers.
Besides, the authors also think the fit between message framing and background music would influence consumers' brand attribute (Ab), attitude towards advertisement (Aad), and cognition towards brand (Cb). The result shows under conditions of high degree of fit, the brand attitude and attitude towards advertisement are significantly superior than other situations.
Another purpose of this research is to test the influences of consumers' affective responses on advertising effectiveness. The result demonstrates that, some negative effects, guilt for instance, has positive impacts on advertising effectiveness, while on the other hand, some other kind of negative effects, disgust for example, has not positive but very unfavorable influences on advertising effectiveness. The marketing implications and directions of further research are discussed.