This paper discusses the use of music as an emotional stimulus inserted into an advertisement to stimulate consumer purchase motivation.
Written in 2002; 3,005 words; 9 sources; APA; $ 88.95
Paper Summary:
This paper investigates the relationship of background music as one of the main features in advertising and consumers? moods, attitudes and behaviors. The author points out that music has been shown to affect behavior directly at the point of purchase, and variation on advertising background music significantly influenced the pace of shopping, the amount spent, and the amount of money spent beyond the consumers? expectations. The paper reports that equally-liked musical backgrounds, which differed in their profile of these structural elements, were shown to affect audience moods in directions predictable from analysis of the musical structure, across a set of simulated greeting card advertisements.
Table of Contents
Introduction
Background
Mood Effects on Evaluation and Behavior
Affect and Behavior Conditioning Via Peripheral Processing
Music Effects
Non-Structural Musical Studies
Conclusion
From the Paper:
"The increasing pressures of highly competitive marketing environment make it imperative that organizations understand consumers and, in particular, consumer decision-making as they seek to gain competitive advantage. In a competitive economic system, the survival and growth of firms require accurate knowledge about consumers: how they buy, why they buy and where they buy as well as just what they buy. Marketing is not about finding or inducing someone to buy whatever the firm happens to manufacture. Nowadays successful management depends more than ever on matching every aspect of the business-product, advertising, after-sales service and so on ? to the satisfaction of consumer needs."
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