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/10.1080/00218499.2025.2464277

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