music, mood and marketing
Post on 14-Aug-2015
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Objectives
¤ Examine the behavioral effects of music, with special emphasis on music's emotional expressionism and role as a mood influencer.
¤ Recommend research propositions to guide future studies.
¤ Provide managerial implications in retail environment and in commercials.
What they said:
¤ “You feel good if there’s something that you enjoy…” ¤ “I want to spend more, and linger around more…” ¤ “hugely encourage to buy…” ¤ “put you in a better mood. If I am in a better mood, I would like to spend money…” ¤ “if the right music, I have the mood of shopping…” ¤ “Time feels faster if in a queue…” ¤ “women feels happy, it brings back good memory, then spend money…” ¤ “lighten your experience…”
Background of M&M&M
Music is… ¤ an efficient and effective means for triggering
moods and communicating nonverbally. ¤ a stimulus in the retail environment (point of
purchase) as well as in radio and television advertising.
¤ a prominent promotional tool of consumer marketing.
Methodology
The author reviews the small body of marketing literature, surveys relevant literature outside marketing, and provides research propositions to guide future studies.
Literature outside marketing:
Appropriately structured music acts on the nervous system like a key on a lock, activating brain processes with corresponding emotional reactions.
Time-Related Findings ¤ Tempo ¤ Rhythm ¤ Phrasing
Pitch-Related Findings ¤ Expressive tendencies
of harmony ¤ Melodic line ¤ Note range
Texture-Related Findings ¤ Musical texture ¤ Volume
Other Relevant Findings ¤ An inverted-U function tends to be found when someone expresses a degree of
liking for a range of music compositions. This function is likely to shift to the right over time as a piece becomes more familiar.
¤ Repetition can lead to perceived changes in complexity with resulting influences on affect when patterns in the music become predictable.
Findings
Marketing-Related Studies
Nonbehavioral Studies In the contexts of radio and television advertising ¤ Changes in affect ¤ Purchase intention ¤ Recall
Behavior-Related Studies In the context of retail environment (point of purchase) ¤ Sales volume ¤ Product selection ¤ Shopping time
Discussion(postulates)
¤ Human beings nonrandomly assign emotional
meaning to music. ¤ Human beings experience nonrandom affective
reactions to music. ¤ Music used in marketing-related contexts is
capable of evoking nonrandom affective and behavioral responses in consumers.
Future research propositions
P1: The components of music are capable of having main as well as interaction effects on moods, cognitions, and behaviors of interest in marketers. P2: The structural nature of music is related to its ability to achieve various purposes. P3: The emotions perceived to be expressed in musical stimuli are capable of evoking corresponding affective reactions in listeners. P4: The influence of music on persuasiveness is greatest under conditions of route and low peripheral route processing and low cognitive involvement. P5: Several variables moderate the relationships between music and consumer responses. P6: Some responses to music are learned where as others are inherent.
Methodological Recommendations
¤ Efforts must be made to raise the level of experimental sophistication to account for the complex workings of the musical stimulus
¤ Future research should control for the effect of music familiarity ¤ The influence of liking music should be accounted for in research
designs. ¤ Methodology should be robust enough to account for nonmonotonic
relationships between music components and affect.
Managerial Implications
¤ Jewelry
¤ Sportswear
¤ Cosmetics
¤ Beer
¤ Cars ¤ Appliances ¤ PCs ¤ Cameras ¤ Insurance
Music is likely to have its greatest effect when consumers have high affective and/or low cognitive involvement with the product.
Managerial Implications
Employing well-known hits… ¤ is undoubtedly an effective way to draw attention and evoke positive
responses in many instances. ¤ Caution is justified before rushing to use well-known music for at
least two reasons: l Research on repetition suggests that what has been
considered pleasant at one point in time can become much less enjoyable if repetition makes it too familiar.
l Musicians are increasingly sensitive and vocal about the perceived misuse of their songs in commercials.
Managerial Implications
Developing original music… Have more to do with one’s profession than with the ability to make expressive music.
Case study: Abercrombie and Fitch
¤ Retailers and restaurant owners believe that younger people can withstand loud music longer, while older ones may run from it, enabling establishments to maintain a more youthful clientele and a "fresher" image. (NY Times )
¤ Shoppers make more impulsive purchases when they're over stimulated. Loud volume leads to sensory overload, which weakens self-control. (Emily Anthes)
¤ Overload makes people move into a less deliberate mode of decision making. People might be more likely to be lured by brand names, fooled by discounts on items that they might not really want, and susceptible to other influences. (Kathleen Vohs, the University of Minnisota)
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