How the sound frequency of background music influences consumers’ perceptions and decision making

Sunaga, Tsutomu

doi:10.1002/mar.21084

Cited by 34 publications

(26 citation statements)

References 78 publications

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“…Events presented in a temporal day frame rather than a year frame appear more imminent, concrete, and threatening (Chandran and Menon 2004). Low (high) frequency music matched with abstract (concrete) representations and marketing messages evoke far (near) psychological distance (Sunaga 2018). Those findings are relevant to our focus on product purchase frequency and consumption pace.…”

Section: Purchase Frequency: Durable and Nondurable Goodsmentioning

confidence: 73%

Text versus pictures in advertising: effects of psychological distance and product type

Choi

Yoon

Kim

et al. 2019

International Journal of Advertising

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The authors examine effects of marketing messages that use text or pictures for advertising durable or nondurable products appealing to consumers' perceptions of close versus far psychological distance. In three studies, ads featuring text (pictures) evoke more favorable attitudes and purchase intentions toward products to be purchased in the distant (close) future or at a distant (close) location. In addition, ads featuring text (pictures) evoke more favorable attitudes and purchase intentions for durable (nondurable) goods. The research shows that marketers will be most persuasive if they ensure congruence among message formats, product types, and psychological distance.

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Section: Purchase Frequency: Durable and Nondurable Goodsmentioning

confidence: 73%

Text versus pictures in advertising: effects of psychological distance and product type

Choi

Yoon

Kim

et al. 2019

International Journal of Advertising

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“…If the above approaches are not applicable, novel methods such as music might be possible. For instance, low (vs. high) frequency music leads consumers to adopt an abstract (vs. concrete) mindset (Sunaga, 2018). Perhaps the high frequency pitch of the song in Coca-Cola's 'It's Beautiful' campaign exacerbated the dissociative group effect.…”

Section: Discussionmentioning

confidence: 99%

Solving dissociative group effects using construal level theory

McGowan

Hassan

Shiu

2019

EJM

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Purpose Consumers usually respond favourably to ingroups but negatively to dissociative groups and products linked to dissociative groups, termed the dissociative group effect. Despite important implications for branding, advertising and celebrity endorsement, little is known about how to attenuate the effect. This paper aims to introduce a mechanism which attenuates the dissociative group effect by drawing on construal level theory. Design/methodology/approach An experimental approach was used which included two-part between-subjects designs. Findings High identifiers prefer products linked to their ingroup over ones linked to a dissociative group, however, the opposite is true for low identifiers. The difference in preference is attenuated for high and low identifiers when they are placed in an abstract mind-set. The underlying mechanism of this effect is similarity focus. Research limitations/implications The same context was used to ensure that the attenuating effect found was not due to contextual factors. However, further studies should replicate the findings in a wider variety of contexts. Practical implications This research offers practical recommendations on how to manage multiple customer segments in increasingly diverse marketplaces. By inducing an abstract mind-set in customers, for example, via advertising copy, website architecture or contextual factors such as pitch of the music, marketers can increase the effectiveness of identity-linking marketing for consumers’ high/low in identification. Originality/value This is one of the first empirical studies to evidence the applicability of construal level theory within identity marketing and offers a novel mechanism to attenuate the dissociative group effect. The findings shed new light on how low identifiers relate and respond to identity-linked marketing.

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“…Concerning pitch, advertising music with low (vs high) pitch can increase attention toward dark (vs bright) products (Hagtvedt and Brasel, 2016). Advertising music with low (vs high) pitch can also make the product appear distant (vs close; Sunaga, 2018), large (vs small; Lowe and Haws, 2017), bitter, and salty (vs sweet and sour; Knoeferle et al, 2015).…”

Section: General Approach To Advertising Music and Perceptionmentioning

confidence: 99%

“…In addition, some results seem contradictory. Low pitch induces distance and abstraction for some authors (Sunaga, 2018) and closeness as well as heaviness for others (Révész, 1946).…”

Section: General Approach To Advertising Music and Perceptionmentioning

confidence: 99%

Typology of advertising music components and consumers’ responses to the brand

Zoghaib

2019

Recherche et Applications en Marketing (English Edition)

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The present research aims to explore the effects of advertising music components (MCs) on brand perception, attitude, and purchase intentions using the cross-fertilization between research in marketing and musicology. Previous research has shown that the MCs (e.g. tempo, mode, and timbre) of advertising music can influence brand perception. However, few MCs have been studied and without controlling the influence of all MCs. In addition, existing categorizations of MCs are not applied to advertising music and mainly focus on classical music. A preliminary study analyzing 125 advertising music pieces with musicologists provides a typology of advertising MCs and of induced brand perceptions. Four experiments then explore the effects of advertising MCs in different contexts (music in the foreground, music in the background with a neutral message, music in the background with a non-neutral message, and replication with a real, well-known brand). The research indicates the influence of each advertising MC on brand perception while controlling for all MCs. In particular, some MCs induce the same brand perception. Their perceptual influence remains the same when they are in the background or when they are incongruent. They can even change the perception of a well-known brand, as well as influence brand attitude and purchase intentions. Conceptual and methodological implications for research on music and brand management as well as managerial implications are discussed.

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How the sound frequency of background music influences consumers’ perceptions and decision making

Cited by 34 publications

References 78 publications

Text versus pictures in advertising: effects of psychological distance and product type

Text versus pictures in advertising: effects of psychological distance and product type

Solving dissociative group effects using construal level theory

Typology of advertising music components and consumers’ responses to the brand

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