How Music Tempo Influences Consumer Preferences for Advertising with Different Regulatory Focuses

In this episode, Shuyu Lei (Nankai University) joins us for a conversation led by Shan Jian (PhD Candidate, Nankai University) to discuss her Journal of Advertising Research article, “How Music Tempo Influences Consumer Preferences for Advertising with Different Regulatory Focuses: Shopping in Jumping Tempo,” coauthored with Qi Wu (Nankai University) and Jiangang Du (Nankai University).Shuyu and Shan unpack when fast versus slow background music helps video ads perform better. Using a large-scale analysis of 26,025 video ads plus three experiments, the research shows a clear interaction: fast-tempo (vs. slow-tempo) music increases purchase intentions for promotion-focused ads, while tempo has no meaningful effect for prevention-focused ads.They also discuss why the effect emerges, focusing on time pressure and the decision-making strategies consumers adopt. The practical takeaway is that tempo is not a universal “make it upbeat” lever. It works best when it fits the ad’s motivational framing, especially when the message is about gains, advancement, and positive outcomes.Read the full paper here:https://www.tandfonline.com/doi/full/10.1080/00218499.2025.2464277To keep up to date on the latest JAR news sign up for our newsletter: https://lp.constantcontactpages.com/su/mtD04QNAnd follow us on LinkedIn: https://www.linkedin.com/company/82528291/admin/