Effects of background music endings on consumer memory in advertising

被引：21
|
作者：
Guido, Gianluigi [1 ,2 ]
Peluso, Alessandro M. [1 ]
Mileti, Antonio [1 ]
Capestro, Mauro [1 ]
Cambo, Luca [1 ]
Pisanello, Pierpaolo [1 ]
机构：
[1] Univ Salento, Dept Management Econ Math & Stat, Ecotekne Campus,Via Monteroni, I-73100 Lecce, Italy
[2] Univ Salento, ISUFI, Ecotekne Campus,Via Monteroni, I-73100 Lecce, Italy
来源：
INTERNATIONAL JOURNAL OF ADVERTISING | 2016年 / 35卷 / 03期
关键词：
message recall; fading-out vs. regular vs. truncated ending; consumer memory; background music; product recall; POPULAR-MUSIC; RECALL; ATTENTION; ATMOSPHERICS; RECOGNITION; COMMERCIALS; FAMILIARITY; RESPONSES; CULTURE; SILENCE;
D O I：
10.1080/02650487.2015.1037233
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Background music is widely used in advertising to attract audiences' attention. However, no research to date has considered the effect of background music endings on consumer memory for advertised products and messages. Across two experiments, the present research shows that background music that ends abruptly (i.e., truncated ending) distracts consumers' attention, reducing memory for both products and messages, compared to background music that ends with a note in the chord of the dominant tonality (i.e., regular ending) or that concludes with a fading-out ending.
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页码：504 / 518
页数：15
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