音樂對廣告態度及品牌態度之影響

Abstract

In the society with overflowing information nowadays, building a good impression in consumers’ mind is an important issue. Enterprises are generally “over-advertised”. In reality, consumers do not clearly know which enterprises the sponsors are. In order to build a good and deep impression in consumers’ mind among so many advertisements, the content and presentation of the advertisement would be very important, and the first thing to do is to attract consumers’ attention. Hecker’s (1984) proposes that music may contribute to message reception by attracting and holding attention. Besides, in Holbrook and Schindler’s (1989), it is mentioned that atmospheric music is most effective when it matches the preferences of the target customer demographic. This implies that music is an element which we can control in an ad to alter the reaction of consumers. In this research, we examine how the reactions of audience’s attitude toward the ad and brand attitude are influenced under different conditions of the music which we manipulate in this research. A 2 (music with lyrics vs. absolute music without lyrics) ×2 (tailor-made ad music vs. non-tailor-made music) experimental design is used to incorporate the moderating effect. 284 samples are analyzed with LISREL, and we have the following findings: 1.The more positive the music evaluation is, the more positively the emotion is induced. 2.The more positive the music evaluation is, the more attention to the music is generated. 3.The more positive the music evaluation is, the more positively the attitude toward the advertisement (Aad) is affected. 4.The greater the music-message congruency, the more positive the emotion would be generated. 5.Music-message congruency has no effect on attention to the music. 6.The greater the music-message congruency, the more positive the attitude toward the ad would be generated. 7.The higher the indexicality (the ability and the extent to which music wakes up emotion-laden memories), the more positively the emotion is induced. 8.The higher the indexicality, the higher the attention to the music is. 9.The more positive the emotion is, the more positive the attitude toward the ad (Aad) would be. 10.The higher the attention to the music, the more positive the attitude toward the ad would be. 11.The more positive attitude toward the ad (Aad), the more positive the brand attitude (AB) would be. 12.The impact of indexicality to positive emotional response is positively moderated by the condition of “with lyrics”.