The Influence of Music Proeminence in Short Term Memory and Attitude Toward Brand and Advertising

Detalhes bibliográficos
Autor(a) principal: Geron Gonçalves Dias, Arthur
Data de Publicação: 2016
Outros Autores: Francisco Maffezzolli, Eliane Cristine, Pinheiro, Marcelo Aparecido
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12150
Resumo: The aim of this study is to investigate the influence of the music foreground or background, on the attitude to the brand, advertising and short-term memory. It was chosen two real brands for the study who do not have a strong presence in the Brazilian market to avoid the prior knowledge of the brand. We used two different categories: fast food (Chicken Treat) and automobile (Mazda). The experimental design has considered foreground and background music as independent variables and had two product categories to compare the results. Two existing audiovisual ads were used, not broadcasted in the Brazilian market, with handling narrations and music boss in the foreground and background. 180 valid responses were obtained, 63 in pre-trial stages and 117 in the experiment. Results for both product categories show that spontaneous short-term memory is affected by the foreground music. Attitudes were positive for both categories and music situations.
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spelling The Influence of Music Proeminence in Short Term Memory and Attitude Toward Brand and AdvertisingA Influência da Saliência da Música na Memória de Curto Prazo e na Atitude à Marca e ao AnúncioSonic Branding; Short-term Memory; Attitudes.Sonic Branding. Memória de curto prazo. Atitudes.The aim of this study is to investigate the influence of the music foreground or background, on the attitude to the brand, advertising and short-term memory. It was chosen two real brands for the study who do not have a strong presence in the Brazilian market to avoid the prior knowledge of the brand. We used two different categories: fast food (Chicken Treat) and automobile (Mazda). The experimental design has considered foreground and background music as independent variables and had two product categories to compare the results. Two existing audiovisual ads were used, not broadcasted in the Brazilian market, with handling narrations and music boss in the foreground and background. 180 valid responses were obtained, 63 in pre-trial stages and 117 in the experiment. Results for both product categories show that spontaneous short-term memory is affected by the foreground music. Attitudes were positive for both categories and music situations.O objetivo deste estudo verificar a influncia da salincia da msica, em primeiro ou segundo plano, sobre a atitude marca, ao anncio e memria de curto prazo. Foram escolhidas duas marcas reais para o estudo que no possuem forte atuao no mercado brasileiro para evitar o conhecimento prvio da marca. As marcas so de diferentes categorias de mercado: Chicken Treat (fast food) e Mazda (automvel). O estudo experimental utilizou a salincia da msica em background e foreground como variveis independentes, alm de duas categorias de produto para comparar os resultados. Foram utilizados dois anncios audiovisuais existentes, no veiculados no mercado brasileiro, com a manipulao de narraes e da salincia da msica, em primeiro e segundo plano. Foram obtidas 180 respostas vlidas, sendo 63 nas etapas pr-experimentais e 117 no experimento. Os resultados gerados para ambas as categorias de produto mostram que a memria de curto prazo espontnea afetada pela salincia da msica. As atitudes foram positivas para as duas categorias e situaes de msica.Universidade Nove de Julho - Uninove2016-11-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1215010.5585/remark.v15i4.3413ReMark - Revista Brasileira de Marketing; v. 15, n. 4 (2016): Edição Especial - Encontro de Marketing (EMA); 540-5532177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12150/5795Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessGeron Gonçalves Dias, ArthurFrancisco Maffezzolli, Eliane CristinePinheiro, Marcelo Aparecido2019-02-19T17:40:19Zoai:https://periodicos.uninove.br:article/12150Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:40:19REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv The Influence of Music Proeminence in Short Term Memory and Attitude Toward Brand and Advertising
A Influência da Saliência da Música na Memória de Curto Prazo e na Atitude à Marca e ao Anúncio
title The Influence of Music Proeminence in Short Term Memory and Attitude Toward Brand and Advertising
spellingShingle The Influence of Music Proeminence in Short Term Memory and Attitude Toward Brand and Advertising
Geron Gonçalves Dias, Arthur
Sonic Branding; Short-term Memory; Attitudes.
Sonic Branding. Memória de curto prazo. Atitudes.
title_short The Influence of Music Proeminence in Short Term Memory and Attitude Toward Brand and Advertising
title_full The Influence of Music Proeminence in Short Term Memory and Attitude Toward Brand and Advertising
title_fullStr The Influence of Music Proeminence in Short Term Memory and Attitude Toward Brand and Advertising
title_full_unstemmed The Influence of Music Proeminence in Short Term Memory and Attitude Toward Brand and Advertising
title_sort The Influence of Music Proeminence in Short Term Memory and Attitude Toward Brand and Advertising
author Geron Gonçalves Dias, Arthur
author_facet Geron Gonçalves Dias, Arthur
Francisco Maffezzolli, Eliane Cristine
Pinheiro, Marcelo Aparecido
author_role author
author2 Francisco Maffezzolli, Eliane Cristine
Pinheiro, Marcelo Aparecido
author2_role author
author
dc.contributor.author.fl_str_mv Geron Gonçalves Dias, Arthur
Francisco Maffezzolli, Eliane Cristine
Pinheiro, Marcelo Aparecido
dc.subject.por.fl_str_mv Sonic Branding; Short-term Memory; Attitudes.
Sonic Branding. Memória de curto prazo. Atitudes.
topic Sonic Branding; Short-term Memory; Attitudes.
Sonic Branding. Memória de curto prazo. Atitudes.
description The aim of this study is to investigate the influence of the music foreground or background, on the attitude to the brand, advertising and short-term memory. It was chosen two real brands for the study who do not have a strong presence in the Brazilian market to avoid the prior knowledge of the brand. We used two different categories: fast food (Chicken Treat) and automobile (Mazda). The experimental design has considered foreground and background music as independent variables and had two product categories to compare the results. Two existing audiovisual ads were used, not broadcasted in the Brazilian market, with handling narrations and music boss in the foreground and background. 180 valid responses were obtained, 63 in pre-trial stages and 117 in the experiment. Results for both product categories show that spontaneous short-term memory is affected by the foreground music. Attitudes were positive for both categories and music situations.
publishDate 2016
dc.date.none.fl_str_mv 2016-11-30
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12150
10.5585/remark.v15i4.3413
url https://periodicos.uninove.br/remark/article/view/12150
identifier_str_mv 10.5585/remark.v15i4.3413
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12150/5795
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 15, n. 4 (2016): Edição Especial - Encontro de Marketing (EMA); 540-553
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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