The Effect of Background Music on Ad Processing: A Contingency Explanation
研究了广播广告中背景音乐的两个特性（注意力获取价值和音乐与信息的一致性）如何共同影响信息接收，发现当音乐引发与信息一致的想法时，增加对音乐的注意力会提升信息接收效果。
Music is an increasingly prominent and expensive feature of broadcast ads, yet its effects on message reception are controversial. The authors propose and test a contingency that may help resolve this controversy. Experimental results suggest that message reception is influenced by the interplay of two musical properties: attention-gaining value and music-message congruency. Increasing audience attention to music enhances message reception when the music evokes message-congruent (versus incongruent) thoughts.