Strick Madelijn, de Bruin Hanka L, de Ruiter Linde C, Jonkers Wouter
Department of Social and Organizational Psychology.
J Exp Psychol Appl. 2015 Mar;21(1):57-72. doi: 10.1037/xap0000034. Epub 2014 Dec 1.
Three experiments among university students (N = 372) investigated the persuasive power of moving (i.e., intensely emotional and "chills"-evoking) music in audio-visual advertising. Although advertisers typically aim to increase elaborate processing of the message, these studies illustrate that the persuasive effect of moving music is based on increased narrative transportation ("getting lost" in the ad's story), which reduces critical processing. In Experiment 1, moving music increased transportation and some behavioral intentions (e.g., to donate money). Experiment 2 experimentally increased the salience of manipulative intent of the advertiser, and showed that moving music reduces inferences of manipulative intent, leading in turn to increased behavioral intentions. Experiment 3 tested boundary effects, and showed that moving music fails to increase behavioral intentions when the salience of manipulative intent is either extremely high (which precludes transportation) or extremely low (which precludes reduction of inferences of manipulative intent). Moving music did not increase memory performance, beliefs, and explicit attitudes, suggesting that the influence is affect-based rather cognition-based. Together, these studies illustrate that moving music reduces inferences of manipulation and increases behavioral intentions by transporting viewers into the story of the ad.
针对大学生开展的三项实验（N = 372）探究了动感（即强烈情绪化且能引发“寒战”）音乐在视听广告中的说服力。尽管广告商通常旨在促使受众对广告信息进行精细加工，但这些研究表明，动感音乐的说服效果基于叙事沉浸感的增强（即在广告故事中“迷失”），这会减少批判性加工。在实验1中，动感音乐增强了沉浸感以及一些行为意图（例如捐款意愿）。实验2通过实验提高了广告商操纵意图的显著性，并表明动感音乐能减少对操纵意图的推断，进而增强行为意图。实验3测试了边界效应，结果表明，当操纵意图的显著性极高（这会阻碍沉浸感）或极低（这会阻碍对操纵意图推断的减少）时，动感音乐无法增强行为意图。动感音乐并未提高记忆表现、信念及明确态度，这表明其影响基于情感而非认知。这些研究共同表明，动感音乐通过将观众带入广告故事来减少对操纵的推断并增强行为意图。
