Case Study on Consumer Behavior Graduate series

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Judos84

Case study on Consumer Behavior series for graduate school. The effect of music on consumers.

Technologie Gesundheit & Medizin

The Interaction of Retail Density and Music Tempo: Effects on Shopper Responses Jude, Petra

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Music, Mood and Marketing

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Advertising wouldn’t be the same without music. After several studies researching the effects of music in advertising on consumer recall and emotion, it has been estimated that worldwide annual spending on music for advertisements could be in the billions of dollars (Oakes, 2007). The 2007 article Evaluating Empirical Research into Music in Advertising: A Congruity Perspective provides one example of such extreme expenditures. Back when Windows 95 was being advertised on television commercials in the 1990s, Microsoft had paid around $3 million for The Rolling Stones’ song “Start Me Up” to play in the Windows ad (Oakes, 2007). The author also states that around 90 percent of advertisements on television use music in some way. The study of how music affects consumers’ purchasing decisions allows us to learn the secrets behind this multi-billion dollar industry. Using the fame and likeness of celebrities to advertise costs businesses thousands to millions of dollars, so most of the time they use original tunes and jingles to save money (Oakes, 2007). Whenever a pop culture icon is used to reach out to consumers, advertisers make sure that they fit the genre that the icon represents to the proper demographic of their audiences. Age, gender, race, level of education, geographic location, and other sociological pieces of data are important factors that advertisers use to decide when and where they spread brand messages. For this reason, our group will be gathering data on the genres that consumers prefer. In the article mentioned above, a table depicts the general findings about music and marketing. In the studies that researchers conducted, student participants were put into an artificial environment and instructed to focus their attention on the music found in the advertisements (Oakes, 2007). These studies, conducted by various researchers listed in the Oakes article, have discovered several key elements of music in ads that target and improve the recall of the ads, as well as the attitudes of consumers toward certain brands. First, music in ads that are composed specifically for the ad, and music that matches the mood associated with the advertised product or service, showed increased intent of purchase in viewers. Second, when a jingle is considered pleasurable to sing and is repeated with the ad message, the brand attitude of the participants tended to be positive. Third, when music that was specifically composed for an ad was used, participants tended to recall that ad much more clearly. And finally, consumers exposed to radio advertising content had better recall for ads with high tempo congruity and timbre congruity (Oakes, 2007). The development of social media and its prevalence in the marketing industry have completely altered the way companies advertise. The emphasis lies on interactivity and consumer engagement. Music in particular has become the focus of many advertisers with the popularity of streaming services and satellite rad.

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Music is a very important feature when it is used in the advertisement. Music has been discovered to have a very high ability in enhancing viewer’s arousal and effects on any advertisement. Some of the key uses of music of in advertising is to enrich the key messages and used as the single most stimulating component in any commercial advertisement. Music in any advertisement is viewed as a potential peripheral cue that can be used to arouse the consumer's emotional state positively. Researcher found out that the notion of central and peripheral processing indicate that peripheral cues such as musics makes people have a positive attitude towards the advertisements, and therefore they can transfer that positive attitude to the brand. Music, when used in any advertisement, can be a persuasive tool that companies use to advertise their products. Those peripherals like music exert their greatest influence on the brand’s attitude in a low-involvement advertising setting. Music has been an efficient and effective means to trigger moods and used in communicating non-verbally. It is, therefore, vital to note that music has become a major component of any consumer marketing and can be used for both points of purchase and advertising. Music has had many roles to play in the advertisement sector. And some of the roles that can be attributed to music are entertainment. Good music contributes to the effectiveness of an advertisement because it makes it more eye-catching. A good ad involves the attention of an audience and, therefore, a source of entertainment for them. Music also adds some structure and continuity in advertising, when music is used in advertisement people tent to memorize the product more easily and therefore boosting the ability to like the product. In this paper, we are exploring more effects that music has brought in the advertising sector and what benefits music has on people and product promotion. Advertising wouldn’t be the same without music. After several studies researching the effects of music in advertising on consumer recall and emotion, it has been estimated that worldwide annual spending on music for advertisements could be in the billions of dollars (Oakes, 2007). The 2007 article Evaluating Empirical Research into Music in Advertising: A Congruity Perspective provides one example of such extreme expenditures. Back when Windows 95 was being advertised on television commercials in the 1990s, Microsoft had paid around $3 million for The Rolling Stones’ song “Start Me Up” to play in the Windows ad (Oakes, 2007). The author also states that around 90 percent of advertisements on television use music in some way. The study of how music affects consumers’ purchasing decisions allows us to learn the secrets behind this multi-billion dollar industry. Using the fame and likeness of celebrities to advertise costs businesses thousands to millions of dollars, so most of the time they use original tunes and jingles to save money (Oakes.

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Previous research into the effects of sound on shoppers has focused exclusively on music, usually isolating one variable at a time. This study sets out to explore the effects on shoppers’ valence, cognition and stress of alternative soundscapes, and finds that the music typically chosen in retail settings is probably not the best choice of background sound. When a generative soundscape, café noise and a music playlist are compared, music performs least well of the tested sounds. Three important new avenues for future research into retail soundscapes are opened up as a result.

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