Dogaru Isabela, Furnham Adrian, McClelland Alastair
Department of Experimental Psychology, University College London (UCL), 26 Bedford Way, London WC1H 0AP, United Kingdom.
Norwegian Business School (BI), Nydalsveien 37, 0484 Oslo, Norway.
Acta Psychol (Amst). 2024 Aug;248:104333. doi: 10.1016/j.actpsy.2024.104333. Epub 2024 Jul 19.
This study investigated how consumer behaviour is influenced by music's emotional valence (sad vs. happy) in advertisements. Female participants (N = 134) watched the same four advertisements with either happy or sad background music. The advertisements were split into two advertising breaks which were embedded in a television programme. Participants were tested on their recognition and recall of the advertised material, as well as their intentions to buy the advertised products. As predicted, the results revealed that brand recognition was higher with sad background music in the advertisements, while buying intention was higher when the advertisements were paired with happy background music. Although overall advertisement free recall was found to be better for sad than happy music, musical valence was not found to affect product recall. The findings are discussed in terms of the power of emotions and the possible effects of brand attitudes and music congruity. Limitations and suggestions for future research are presented.
本研究调查了广告中音乐的情感效价（悲伤与快乐）如何影响消费者行为。女性参与者（N = 134）观看了配有快乐或悲伤背景音乐的相同四则广告。这些广告被分成两个广告时段，嵌入一档电视节目中。对参与者进行了关于广告内容的识别和回忆测试，以及他们购买广告产品的意向测试。正如预测的那样，结果显示，广告中悲伤背景音乐下的品牌识别度更高，而广告与快乐背景音乐搭配时购买意向更高。尽管总体上发现悲伤音乐的广告自由回忆效果优于快乐音乐，但未发现音乐效价会影响产品回忆。研究结果从情感的力量以及品牌态度和音乐协调性的可能影响方面进行了讨论。还提出了研究的局限性和对未来研究的建议。
