Advertising Music and the Effects of Incongruity Resolution on Consumer Response

Music is considered as one of the most important executional cues in advertisements. It is a ubiquitous phenomenon in the context of television and radio advertising, with more than 94% of advertisements incorporating a certain type of music. Music accounts for a significant commercial advantage in the context of advertising by producing favorable associations with the product/brand, contributing to the message, and by attracting consumers’ attention and enhancing message recall