Bosshard Shannon, Rodero Emma, Rodríguez-de-Dios Isabel, Brickner Jamie
ARN Neurolab, Australian Radio Network, Sydney, NSW 2113, Australia.
Media Psychology Lab, Department of Communication, Pompeu Fabra University and UPF-Barcelona School of Management, 08002 Barcelona, Spain.
Brain Sci. 2024 Mar 29;14(4):330. doi: 10.3390/brainsci14040330.
Whilst radio, podcasts, and music streaming are considered unique audio formats that offer brands different opportunities, limited research has explored this notion. This current study analyses how the brain responds to these formats and suggests that they offer different branding opportunities. Participants' engagement, attitude, attention, memory, and physiological arousal were measured while each audio format was consumed. The results revealed that music streaming elicited more positive attitudes, higher attention, greater levels of memory encoding, and increased physiological arousal compared to either radio or podcasts. This study emphasises the importance for brands of utilising diverse audio channels for unique branding and marketing opportunities.
虽然广播、播客和音乐流媒体被认为是独特的音频形式，为品牌提供了不同的机会，但对此概念的研究有限。当前这项研究分析了大脑对这些形式的反应，并表明它们提供了不同的品牌推广机会。在参与者收听每种音频形式时，对他们的参与度、态度、注意力、记忆力和生理唤醒水平进行了测量。结果显示，与广播或播客相比，音乐流媒体引发了更积极的态度、更高的注意力、更强的记忆编码水平以及更高的生理唤醒。这项研究强调了品牌利用多种音频渠道获取独特品牌推广和营销机会的重要性。
