This study utilized 76 students from the University of Wisconsin LaCrosse. We hypothesized that the congruent condition will produce higher levels of recall than the incongruent condition because the participants will be able to form a connection between the product and the music, allowing the message to be communicated more effectively.
Participants listened to songs that were either related to the product (i.e., congruent) or that were unrelated to the product (i.e., in congruent). We also examined the effect of music and product congruency on advertisement recall. The instrumental version should prompt the participants to generate the lyrics in their head, leading to better recall. We hypothesized that the instrumental version of a song will lead to better recall than would the vocal version. In this study we examine the effects of vocal music versus instrumental music on advertisement recall. Music has been widely used in advertising because it is believed to improve recall of the advertised product. In Experiment 2, background change frequency was reduced in two ads, holding all else constant, which improved message recall.
Message recall from ads for new, unfamiliar brands suffered more from background music interference than from ads for established brands. Message recall was higher for ads with backgrounds with less-frequent change. In Experiment 1, backgrounds, varying in harmonic, textural, and temporal characteristics, were compared across ads for six brands. However, faster tempos also enable streaming of like distractions, improving message recall. Faster tempos increase the frequency of those distractions. Backgrounds with more frequent harmonic and textural changes create more frequent distraction, reducing message recall. The degree of this recall reduction depends on the structural characteristics of the music, as well as the advertised brand. Brains are hardwired to process unexpected background sound changes first, automatically preempting processing of brand message elements and reducing recall. Whereas most scholars and practitioners assume that music adds value to commercials, the authors demonstrate key ways in which music can cause adverse listener reactions.īackground music captures attention, evokes images, and creates ambience, but may interfere with processing of advertised messages, reducing recall. Originality/value – The paper provides a novel integration of literatures in psychology and marketing/advertising. Practical implications – The paper offers cautionary advice for advertisers using music and directions for future research.
#Public radio international jingle tv
Given the numerous possible negative responses to music in a TV or radio commercial, achieving a favorable Aam among most target audience members is very challenging, especially when music-message fit is lacking. Furthermore, a negative Aam might cause a negative Aad. Findings – Favorable Aam is a necessary but insufficient condition for favorable Aad in ads employing music. Design/methodology/approach – The paper takes the form of an integrative review of the relevant literatures in the psychology of music, consumer marketing, and advertising to formulate Aam. It also aims to propose that Aam is a significant component of attitude toward the ad (Aad). It aims to accomplish this by introducing a new consumer response variable, attitude toward the advertising music (Aam) and relating Aam's components to advertising goals. Purpose – The purpose of this paper is to identify the causes and implications of potential negative consumer response to music in broadcast commercials.
0 kommentar(er)
