Purchase occasion influence on the role of music

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Purchase occasion influence on the role of music in advertising Instructor: Kate Chen March

Purchase occasion influence on the role of music in advertising Instructor: Kate Chen March 24 th, 2010 Presenter: Berec

o o o Introduction Literature review Methodology

o o o Introduction Literature review Methodology

Introduction o This issue is motivated by the increased interest in emotional advertising and

Introduction o This issue is motivated by the increased interest in emotional advertising and the complex roles that music assumes within it.

Introduction o For many marketing communication settings, the amount of objective information-processing activity is

Introduction o For many marketing communication settings, the amount of objective information-processing activity is minimal, and there is substantial evidence that affective information processing may be instrumental in forming (or reinforcing) preferences and choices.

Introduction o o Music has been used in stores, offices, and as a background

Introduction o o Music has been used in stores, offices, and as a background in advertisements and has been reported to influence listeners’ emotions and behaviors. Music is a very useful tool for persuasion and exploring just how and why this is so is an important area for research.

Literature review o Musical structure consists of elements such as sound, harmony, melody, and

Literature review o Musical structure consists of elements such as sound, harmony, melody, and rhythm. Key factors in how these musical elements impact on the ad and the product are： (1) the consumer’s subjective perception of the appropriateness of the music as it relates to the central idea of the ad. (Mac. Innis and Park, 1991) (2) the consumer, through different levels of involvement and cognitive or affective processing. 　　　　　 (Alpert and Bruner, 1990) (3) the organization of musical elements. (Kenrick, 1995)

Literature review o Gorn (1982) suggested that peripheral influences such as background music used

Literature review o Gorn (1982) suggested that peripheral influences such as background music used in commercials may become associated with the advertised product (in memory, even if not consciously) and influence product choice through classical conditioning.

Literature review o Music not only enhances recall for a product or an ad

Literature review o Music not only enhances recall for a product or an ad through an evoked image, but it may evoke moods, feelings, emotions, and behaviors. (Farnsworth and Holbrook 1992)

Literature review o Mood may affect evaluations by evoking mood congruent thoughts and affect

Literature review o Mood may affect evaluations by evoking mood congruent thoughts and affect the performance of the behavior by increasing the accessibility of positive associations to the behavior. (Goldberg and Gorn, 1995)

Literature review o o Associations between musical elements, such as fast tempo, loud dynamics,

Literature review o o Associations between musical elements, such as fast tempo, loud dynamics, lively and varied rhythm, and high register with perceptions of the music as happy, merry, graceful, and playful. Musical elements such as slower tempo, quiet dynamics, unvaried rhythm, and low register were reported to be sad, dreamy, and sentimental (Hevner, 1935, 1936)

Methodology seven-point bipolar scales 76 student volunteers from principles of Marketing and promotional Policies

Methodology seven-point bipolar scales 76 student volunteers from principles of Marketing and promotional Policies classes southwestern university

76 students 75 students were divided into two groups. One would contain music and

76 students 75 students were divided into two groups. One would contain music and the other would not. Contain music and then they would be exposed to a series of slides depicting partial advertisement materials to be tested for possible inclusion in finished advertisements. Finally, they would be asked questions about their responses to the ad. No music at all exposed to a series of advertisement materials asked for responses (Contain music) asked for responses No music at all

Music has the significant impact on the mood.

Music has the significant impact on the mood.

76 students Students were divided into four groups. Two of the four groups heard

76 students Students were divided into four groups. Two of the four groups heard happy music in the happy occasion and sad occasion. The other two groups heard sad music in the happy occasion and sad occasion. Happy occasion Sad occasion Happy music Happy occasion Sad music seven-point bipolar scales

As shown in Table 2 (next page) In the happy occasion and with happy

As shown in Table 2 (next page) In the happy occasion and with happy background music, students had happier evoked mood and were more likely to purchase (X¯ =3. 17) than those who are exposed under sad musical background (X¯ = 2. 24). Happy background music Happy occasion Higher purchase intention Sad background music On the other hand, students who viewed the ad with a background of sad music in the sad occasion had higher purchase intention (X¯ = 4. 93) than those who are exposed to the same ad under happy musical background (X¯ = 3. 50). Happy background music Sad occasion Sad background music Higher purchase intention

Thank you for your attention!

Thank you for your attention!

Hire Purchase Accounts Hire Purchase n Hire PurchaseHire Purchase Accounts Hire Purchase n Hire Purchase
Normal Purchase with GST Make Purchase requisition PurchaseNormal Purchase with GST Make Purchase requisition Purchase
Purchase Purchase Service With Service Entry Create PurchasePurchase Purchase Service With Service Entry Create Purchase
COMMUNICATION CLIMATES THINK BACK TO ARISTOTLE OCCASION OccasionCOMMUNICATION CLIMATES THINK BACK TO ARISTOTLE OCCASION Occasion
Special Occasion Speeches Special Occasion Speeches Your lifeSpecial Occasion Speeches Special Occasion Speeches Your life
Occasion Consider your audience purpose and occasion InOccasion Consider your audience purpose and occasion In
MUSIC IN THE CHURCH MUSIC MUSIC Music isMUSIC IN THE CHURCH MUSIC MUSIC Music is
Occasions for Public Speaking Influence of the OccasionOccasions for Public Speaking Influence of the Occasion
The Purchase situation post purchase evaluation and productThe Purchase situation post purchase evaluation and product
Louisiana Purchase The Louisiana Purchase was the acquisitionLouisiana Purchase The Louisiana Purchase was the acquisition
An unauthorized purchase is a purchase committing agencyAn unauthorized purchase is a purchase committing agency
Hire purchase Instead of saving for the purchaseHire purchase Instead of saving for the purchase
Le Cos PA Purchase Requisition SOP Rules PurchaseLe Cos PA Purchase Requisition SOP Rules Purchase
District Budget Accounts Introduction to Purchase Orders PurchaseDistrict Budget Accounts Introduction to Purchase Orders Purchase
Purchase Request A Purchase Request is utilized forPurchase Request A Purchase Request is utilized for
Paper Purchase Order CERN e Business Web PurchasePaper Purchase Order CERN e Business Web Purchase