本研究主要探討認知性、情感性、及低涉入三種涉入型態下的訊息處理路線為何？以及何種訊息陳述方式與背景音樂搭配對廣告效果最有利？並對不同訊息陳述方式、背景音樂及涉入型態所造成情感反應，以及這些情感對廣告效果之影響進行研究。結果發現：一、認知性涉入者訊息處理路線為中央路線，低涉入者為邊緣路線，情感性涉入部分則不清楚。二、對認知性涉入者而言，負面陳述有較佳的品牌認知、品牌態度。三、背景音樂與陳述方式配合度越高，品牌態度越佳，且對情感性涉入者而言，二者配合度越高，其廣告態度亦越佳。四、廣告引發的負面情感不一定對廣告效果有負面影響。五、廣告若引發消費者厭惡、反感，則對廣告效果有致命傷害。

This study attempts to examine the relationships between message framing and background music under three different types of involvement. The authors postulate cognitively involved consumers would adapt central routes to process ads but affectively and low involved consumers would use peripheral ones. The result provides empirical support for cognitively and low involved consumers but not for affectively involved consumers. Besides, the authors also think the fit between message framing and background music would influence consumers’ brand attitude (Ab), attitude towards advertisement (Aad), and cognition towards brand (Cb). The result shows under conditions of high degree of fit, the brand attitude and attitude towards advertisement are significantly superior than other situations. Another purpose of this research is to test the influences of consumers’ affective responses on advertising effectiveness. The result demonstrates that, some negative affects, guilt for instance, has positive impacts on advertising effectiveness, while on the other hand, some other kind of negative affects, disgust for example, has not positive but very unfavorable influences on advertising effectiveness. The marketing implications and directions of further research are discussed.