Download The Effect of Music as a Driver in Commercials on purchase intention.

The Effect of Music as a Driver in
Commercials on purchase
intention.
Instructor: Kate
Name: 陳建佑 Berec
Student No. : 9822618
Contents
• Chapter One – Introduction
• Chapter Two – Literature Review
• Chapter Three – Methodology
Introduction
– Background
– Statement of the Problem
– Purpose of the Study
– Research Question
Chapter One – Introduction
• Background
It is almost impossible to turn on the
radio or the television, or walk into a retail
establishment and not witness the
marriage of art and commerce.
Chapter One – Introduction
Background
Even before the days of media and malls,
music was a major force in consumer
marketing. Without exception, music plays
a vital role in the interactive process of
consumer behavior.
Chapter One – Introduction
Background
• Not surprisingly, this area of study has
received considerable attention primarily
focused on the impact of music on
consumer responses to commercial
advertising.
Chapter One – Introduction
• Statement of the Problem
• While it should not be surprising that the
effect of music on advertising has been
extensively researched, it should be
surprising that a current, comprehensive,
and critical review of the literature has not
been completed.
Chapter One – Introduction
• Statement of the Problem
• Bruner (1990) provided an early collection
of relevant research involving music and
advertising as part of the literature review
for his “Music, Mood and Marketing” but
that is now more than a decade old.
Purpose of The Study
• This study aims to explore the relationship
between musical advertising and
consumer’s response.
• To investigate if there are any significant
findings in consumer’s response when
music presence and absence.
Research Question
• Does the music presence or absence
influence behaviors’ moods and feelings
resulting in higher purchase intention?
Literature Review
•Attitude toward the Ad
•Brand Recall
•Purchase Intention
Attitude toward the Ad
• Music has played an important role when
affect the consumer’s behavior, but
sometimes the attitude toward Ad will
receive the conflicting results. When
music appears to affect consumer’s feeling
in choice making, it depends on the music
whether fits or not.
• (Turley & Milliman, 2000)
Attitude toward the Ad
• consumer’s attitude or “internal
evaluation” of a brand has always been an
important consideration in marketing
research and observed that hearing liked
or disliked music can affect product
preferences.
•
(Allen & Madden, 1985 )
Brand Recall
• Recall of the brand is obviously a primary
consideration in the evaluation of the
effectiveness of music in advertising.
When the music fit, the message
processing of the ad was enhanced .
• (Park, 1991; North 2004).
Brand Recall
• . The presence or absence of music was
shown to be both attention-getting and
distracting. Musical fit, however, was
shown to stimulate better recall of brands
• (Park & Young, 1988)
Purchase Intention
• it was observed that arousing music was
found to produce greater degrees of mood
enhancement thus positively affecting
purchase intention .
• (Kellaris & Mantel, 1996 )
Methodology
• Participant: A gift shop served as the context
of the study and 50 respondents were randomly
selected from the customers leaving the store.
• Instrument
– Literature Survey
– Questionnaire survey
•Thanks for your attention.