Effects of Music on Responses to Watching Sports Advertisements

CSMRE faculty affiliate, Hyun-Woo Lee, and colleagues recently examined the effects of background music on the psychological and physiological responses to watching sports advertisements. Fifty-four people took part in the experiment. Results showed that, relative to others, people who were exposed to background music also had greater emotional arousal, attention, and more positive responses to the brand. The authors concluded that “sports companies and advertisers should implement background music that stimulates affective response to interest female consumers, hold the attention and ultimately foster brand attitude and purchase intention.”

Uhm, J. P., Lee, H. W., Han, J. W., & Kim, D. K. (2021). Effect of background music and hierarchy-of-effects in watching women's running shoes advertisements. International Journal of Sports Marketing and Sponsorship.