The effect of music and voice congruence on attitude toward the advertising and purchase intention

Detalhes bibliográficos
Autor(a) principal: Nascimento, Raquel de Sá
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Biblioteca Digital de Teses e Dissertações da USP
Texto Completo: https://www.teses.usp.br/teses/disponiveis/12/12139/tde-17032023-132820/
Resumo: Consumer attention is considered a rare and precious resource. In other words, it is difficult to obtain and easily lost (Angell et al, 2016). Several studies indicate that music can impact consumers\' behavior, such as attention, attitudes, purchase intention, etc. However, musical elements, such as the singers gender, can impact attitudes towards the advertising and purchase intention when the music style is congruent or incongruent with the advertising. To analyze the effect, literature concerning music congruence and voice was reviewed, and an experiment was conducted through an online survey. Results indicate that the singers voice does not moderate the music style-advertising congruence relation. However, several insights about the singers voice indicate that male and female voices can change the music style perception. The research suggests that music style may influence the attitude towards the advertising but not influence purchase intention.
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spelling The effect of music and voice congruence on attitude toward the advertising and purchase intentionO efeito da congruência da música e da voz na atitude em relação à propaganda e na intenção de compraAdvertisingComportamento do consumidorConsumer behaviorMusicMúsicaPropagandaConsumer attention is considered a rare and precious resource. In other words, it is difficult to obtain and easily lost (Angell et al, 2016). Several studies indicate that music can impact consumers\' behavior, such as attention, attitudes, purchase intention, etc. However, musical elements, such as the singers gender, can impact attitudes towards the advertising and purchase intention when the music style is congruent or incongruent with the advertising. To analyze the effect, literature concerning music congruence and voice was reviewed, and an experiment was conducted through an online survey. Results indicate that the singers voice does not moderate the music style-advertising congruence relation. However, several insights about the singers voice indicate that male and female voices can change the music style perception. The research suggests that music style may influence the attitude towards the advertising but not influence purchase intention.A atenção do consumidor é um recurso raro e precioso, ou seja, é difícil de ser obtido e pode ser facilmente perdido (Angell et al, 2016). Diversos estudos indicam que a música pode influenciar o comportamento do consumidor, como atenção, atitude, intenção de compra, etc. No entanto, a música é composta por diversos elementos e é incerto se a voz do cantor é um elemento capaz de afetar a atitude em relação à propaganda e a intenção de compra, em um contexto de congruência do estilo musical com a propaganda. Para analisar o efeito da voz, foi feita uma revisão de literatura sobre congruência e voz e, depois, conduzido um experimento por meio de um questionário online. Os resultados indicam que a voz não modera a relação de congruência entre o estilo musical e a intenção de compra e entre o estilo musical e a atitude em relação à propaganda. O resultado pode indicar que o gênero da voz pode mudar a percepção do estilo musical. A pesquisa sugere que o estilo musical pode influenciar na atitude em relação à propaganda, mas pode não influenciar na intenção de compra.Biblioteca Digitais de Teses e Dissertações da USPVeloso, Andres RodriguezNascimento, Raquel de Sá2022-12-06info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttps://www.teses.usp.br/teses/disponiveis/12/12139/tde-17032023-132820/reponame:Biblioteca Digital de Teses e Dissertações da USPinstname:Universidade de São Paulo (USP)instacron:USPLiberar o conteúdo para acesso público.info:eu-repo/semantics/openAccesseng2023-05-05T19:26:01Zoai:teses.usp.br:tde-17032023-132820Biblioteca Digital de Teses e Dissertaçõeshttp://www.teses.usp.br/PUBhttp://www.teses.usp.br/cgi-bin/mtd2br.plvirginia@if.usp.br|| atendimento@aguia.usp.br||virginia@if.usp.bropendoar:27212023-05-05T19:26:01Biblioteca Digital de Teses e Dissertações da USP - Universidade de São Paulo (USP)false
dc.title.none.fl_str_mv The effect of music and voice congruence on attitude toward the advertising and purchase intention
O efeito da congruência da música e da voz na atitude em relação à propaganda e na intenção de compra
title The effect of music and voice congruence on attitude toward the advertising and purchase intention
spellingShingle The effect of music and voice congruence on attitude toward the advertising and purchase intention
Nascimento, Raquel de Sá
Advertising
Comportamento do consumidor
Consumer behavior
Music
Música
Propaganda
title_short The effect of music and voice congruence on attitude toward the advertising and purchase intention
title_full The effect of music and voice congruence on attitude toward the advertising and purchase intention
title_fullStr The effect of music and voice congruence on attitude toward the advertising and purchase intention
title_full_unstemmed The effect of music and voice congruence on attitude toward the advertising and purchase intention
title_sort The effect of music and voice congruence on attitude toward the advertising and purchase intention
author Nascimento, Raquel de Sá
author_facet Nascimento, Raquel de Sá
author_role author
dc.contributor.none.fl_str_mv Veloso, Andres Rodriguez
dc.contributor.author.fl_str_mv Nascimento, Raquel de Sá
dc.subject.por.fl_str_mv Advertising
Comportamento do consumidor
Consumer behavior
Music
Música
Propaganda
topic Advertising
Comportamento do consumidor
Consumer behavior
Music
Música
Propaganda
description Consumer attention is considered a rare and precious resource. In other words, it is difficult to obtain and easily lost (Angell et al, 2016). Several studies indicate that music can impact consumers\' behavior, such as attention, attitudes, purchase intention, etc. However, musical elements, such as the singers gender, can impact attitudes towards the advertising and purchase intention when the music style is congruent or incongruent with the advertising. To analyze the effect, literature concerning music congruence and voice was reviewed, and an experiment was conducted through an online survey. Results indicate that the singers voice does not moderate the music style-advertising congruence relation. However, several insights about the singers voice indicate that male and female voices can change the music style perception. The research suggests that music style may influence the attitude towards the advertising but not influence purchase intention.
publishDate 2022
dc.date.none.fl_str_mv 2022-12-06
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.teses.usp.br/teses/disponiveis/12/12139/tde-17032023-132820/
url https://www.teses.usp.br/teses/disponiveis/12/12139/tde-17032023-132820/
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv
dc.rights.driver.fl_str_mv Liberar o conteúdo para acesso público.
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Liberar o conteúdo para acesso público.
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.coverage.none.fl_str_mv
dc.publisher.none.fl_str_mv Biblioteca Digitais de Teses e Dissertações da USP
publisher.none.fl_str_mv Biblioteca Digitais de Teses e Dissertações da USP
dc.source.none.fl_str_mv
reponame:Biblioteca Digital de Teses e Dissertações da USP
instname:Universidade de São Paulo (USP)
instacron:USP
instname_str Universidade de São Paulo (USP)
instacron_str USP
institution USP
reponame_str Biblioteca Digital de Teses e Dissertações da USP
collection Biblioteca Digital de Teses e Dissertações da USP
repository.name.fl_str_mv Biblioteca Digital de Teses e Dissertações da USP - Universidade de São Paulo (USP)
repository.mail.fl_str_mv virginia@if.usp.br|| atendimento@aguia.usp.br||virginia@if.usp.br
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