The Influence of Music Proeminence in Short Term Memory and Attitude Toward Brand and Advertising
Autor(a) principal: | |
---|---|
Data de Publicação: | 2016 |
Outros Autores: | , |
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. |
id |
RBM-1_e0a28d75db5906ad876248859a61f4bc |
---|---|
oai_identifier_str |
oai:https://periodicos.uninove.br:article/12150 |
network_acronym_str |
RBM-1 |
network_name_str |
REMark - Revista Brasileira de Marketing |
repository_id_str |
|
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 |
_version_ |
1799138640292478976 |