文档介绍：标题:BACKGROUND MUSIC AS AN INFLUENCE IN CONSUMER MOOD AND ADVERTISING RESPONSES
ABSTRACT
Consumers' moods and emotional responses to advertisements have received increased attention from consumer researchers. A ponent influencing audience responses is background music mercials. This paper reviews key research on the role of music's structural elements in influencing audience responses, from a music theory perspective, and highlights major findings relevant to emotional responses to music. A study is presented that suggests audience moods and purchase intentions may be affected by background music, without necessarily affecting intervening cognitions. Directions for future research and generalization are discussed.
INTRODUCTION
This paper examines the relationship of music and consumers' moods, attitudes, and behaviors. A seminal paper in the Journal of Marketing by Gorn (1982) studied music's influence from a classical conditioning perspective and sparked renewed interest in music and other "background" elements mercials and stores. The present paper will discuss, integrate, and build upon the work of Gorn and others who have provided theoretical and empirical insight into the ways in which music may influence consumer responses.
The purposes of this paper are to: 1) review major conceptual bases relevant to discussing music and other non-verbal influences on mood, as well as theory regarding the roles of informational and cognitive vs. non-cognitive means of influencing buyer behavior; 2) expand upon existing research to investigate whether background music can influence moods mon measures of advertising effectiveness; 3) begin to derive principles for predicting these effects, given analysis of the musical content of an ad; 4) provide some suggestions for the construction of effective musical influences on emotions and product orientations; and 5) indicate directions for future investigations of musical content of advertising and testing of its influence.
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