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A Marketer's Symphony: Essays on the...

Scott, Shawn P.

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A Marketer's Symphony: Essays on the Power of Musical Structure and Its Influence on Consumers with Foundations for Future Research in Audio Sensory Marketing.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	A Marketer's Symphony: Essays on the Power of Musical Structure and Its Influence on Consumers with Foundations for Future Research in Audio Sensory Marketing./
作者:	Scott, Shawn P.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	135 p.
附註:	Source: Dissertations Abstracts International, Volume: 82-10, Section: B.
Contained By:	Dissertations Abstracts International82-10B.
標題:	Multimedia communications. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28319959
ISBN:	9798597075242

A Marketer's Symphony: Essays on the Power of Musical Structure and Its Influence on Consumers with Foundations for Future Research in Audio Sensory Marketing.
Scott, Shawn P.

A Marketer's Symphony: Essays on the Power of Musical Structure and Its Influence on Consumers with Foundations for Future Research in Audio Sensory Marketing. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 135 p.

Source: Dissertations Abstracts International, Volume: 82-10, Section: B.

Thesis (Ph.D.)--University of Rhode Island, 2021.

This item must not be sold to any third party vendors.

Music surrounds us in our daily lives and lives within us as consumers. It has the power to elicit deep emotions in us. Music used in marketing is interwoven into and stems from our popular culture. Plato recognized music as emanating from man, one in the same, through imitation, representation and as a means of expression (Scruton, 2002). Because of music's power over people, marketers have used music to enhance and direct an emotional response in consumer behavior for decades. These uses ranged from ambient forms of music such as in restaurants, at retail, or in public open spaces to more directed forms of music such as in TV commercials or digital advertisements. Despite this expansive use of music used in marketing, this body of research has tremendous opportunity for further exploration. The large body of research from the musical literature, and the research stream of neuropsychology offer immense opportunity to help explain the deeper context of why marketing researchers see such deep emotional affect in consumers, and subsequently helps to close the gap on many potential marketing research questions.The following dissertation is divided into four chapters. The first chapter is an introduction with an overview of and contributions to the larger body of audio-sensory research stemming from musicology research, psychology research, marketing research, and pop culture. Chapters two and three are comprised of two essays exploring the deeper components of music and musical tension and resolution's effect on consumer attitude. Specifically, chapter 2 takes us on a journey into multiple components of music such as: how music has been used and researched in marketing, the length of music used, ambient versus targeted forms of music, and under researched component aspects of music such as timbre and its power over consumers' emotions. Through exploring these key aspects of music and marketing, a new conceptual framework and map is formed as a foundation for future research.In Chapter 3, some of the concepts from chapter 2 are explored in context of a powerful emotional element of musical structure which is identified as tension building and resolution in music as used in the background of advertisements. Building on a recent study in marketing research that identified the power of teasing a marketing message (Ruan, Hsee, and Lu, 2018), this concept is identified and empirically tested, through four experiments uncovering evidence in support of seven hypotheses. In experiment 1, it is shown how the tension-build and resolution in musical structure can be paired with advertising to elicit a more powerful consumer reaction and heuristic appeal for the advertised product or service. In experiment 2, a deeper probe is conducted to highlight that this tension build and resolution in the musical structure can actually can vary in its influence on consumer attitudes depending on the location of the tension and resolution structure. Finally, in experiments 3 and 4, underlying factors such as brand familiarity and Need for Cognitive Closure (NFCC) are shown to enhance and attenuate this phenomenon.Through the exploration of these topics and the research documented through this dissertation, the intent is to expand the conceptual framework and methodology of how marketers and scholars manipulate and measure music in the context of advertising.

ISBN: 9798597075242Subjects--Topical Terms:

590562
Multimedia communications.
Subjects--Index Terms:

Advertising

A Marketer's Symphony: Essays on the Power of Musical Structure and Its Influence on Consumers with Foundations for Future Research in Audio Sensory Marketing.
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