The effect of music and voice congruence on attitude toward the advertising and purchase intention
Autor(a) principal: | |
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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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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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1815257093833228288 |