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Music, Attention, Affect

Music, Attention, Affect. Background music Expectations about future outcomes Enhance/reduce affective impact of activities Affective reactions Cognitive processing activities Memory recall. Music and Activity. Foreshadowing or accompanying Congruent or incongruent Expectation of events

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Music, Attention, Affect

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  1. Music, Attention, Affect • Background music • Expectations about future outcomes • Enhance/reduce affective impact of activities • Affective reactions • Cognitive processing activities • Memory recall

  2. Music and Activity • Foreshadowing or accompanying • Congruent or incongruent • Expectation of events • Memory of events • Commonly used in film, theatre, opera, etc.

  3. Effectiveness • Thayer & Levenson (1983) • Background music and behavioural effect • Monitored physiological (GSR) reaction • Film on industrial accident • Relaxing “documentary” or “horror” music • Higher physiological arousal with horror music • Music alters degree of internal arousal

  4. Effectiveness • Marshall & Cohen (1988) • Film of moving geometric figures (2 triangles & circle) • Personality traits associated with figures (Heider & Simmel, 1944) • Affective impressions of figures changed with background music • e.g., large triangle more “agitated and aggressive” with louder, more active music; smaller triangle more salient with “weak” music • Mood dimensions of music direct viewers’ attention to figures’ activity levels

  5. Boltz, Schulkind & Kantra (1991) • Background music and film scenes • Music either: • Accompanied scene’s outcome • Accentuated affective meaning • Foreshadowed the scene • Created expectations about future course of events • Congruent or incongruent with events of scene

  6. Memory Recall • Expectancy violations from mood-incongruent relations --> better recall in foreshadowing condition • Mood-congruent relations --> better recall in accompanying condition • Selective-attending processes

  7. Memory Assistance • Scenes not recalled on recognition task • Details recalled when cued by background music

  8. Perceptual Processing • Pre-attentive processing • Break perceptual input into units • Direct attention to relevant stimuli • Gestalt psychology • Applicable to audiovisual objects • Music paired with visuals

  9. Music in Commercials • Contextualizing element • Interpret images in ways consistent with music • Help organize complex imagery • Extract salient details from background “noise”

  10. Teaser Ads • Television ads • Highly visual • Limited explanatory content • Rely on imagery to induce attitude to brand • “Mickey-mousing” • Film scoring technique • Visual action mirrored/paired with auditory track

  11. Hung (2001) • 30 sec. TV ad for upscale Singapore shopping mall (Raffles) • Attractive young men & women, formal dress, in studio settings • Paired with one of two music tracks • Vivaldi’s L’Amoroso in E-major or Garbage’s Supervixen

  12. Results • Music produced differences in affective state • Questionnaires for image and emotion scale • Vivaldi • “Successful”, “imaginative”, “calm” • Garbage • “Daring”, “annoying”, “boring” • Music affects meaning perceptions

  13. Focus Group Discussion • Raffles-Vivaldi • Upscale & exclusive; darker; designer boutiques • Raffles-Garbage • Youth, “in mall” for 20-30 year olds; brighter • Music tempo • Same for Vivaldi and Garbage • But Garbage perceived to be faster • Carried over to RG commercial; scene cuts perceived as quicker

  14. Knowledge Attribution • Vivaldi = Baroque, Garbage = Brit pop • Association source? • Vivaldi due to music or subjects’ (18-22 year olds) conditioned expectations? • e.g., Classical music “old and stuffy” • Hung suggests two music selections should come from same genre

  15. Sexual Appeals • Overt sexual information • Images and/or verbal elements (US) • Nudity, behaviour, physical attractiveness, double entendre, etc. • Evokes sexual thoughts, physiological response, and/or affect (UR --> CR)

  16. Picking Your Target Audience • Difficult to utilize sex appeal across sexes in same ad • e.g., female • e.g., male

  17. Perceptual Processing • Sexual content reduces viewers’ perception and/or processing of brand • Attention directed at sexual content • Ad does attract attention, just not focused on the product

  18. Emotional Impact • Positive correlation between positive arousal from sexual content and ad evaluation • Influencing factors • Gender, explicitness of appeal • Attitudes influenced by relevance of sexual content to product

  19. Elaboration Likelihood Model • ELM used to understand role of sexual appeals in persuasion • Persuasion along a continuum of elaboration • Central route processing • Persuasion from extensive issue-relevant thinking • Sexual content distracts from effortful elaboration • Lack of consideration of brand

  20. Highly Attractive Models • Studies show humans prefer attractive to unattractive people • Attractiveness as US • But, research on the effectiveness of HAMs in advertisement is inconsistent

  21. Convergence • Convergence of product and message communicated by model’s image • Model-product match-up • Traditional view: HAMs most effectively matched with attractiveness-relevant products • But: different types of attractiveness-relevant products may not all work with HAMs

  22. Methodologies • Older studies • HAMs vs. unattractive models (UMs) • More realistic, ecologically valid approach • HAMs vs. normally attractive models (NAMs)

  23. Bower & Landreth (2001) • HAMS and NAMs • Different types of attractiveness-relevant products

  24. Topics of Investigation • Beautiful people perceived as having better, trouble-free lives • NAMS may fit better with problem-solving attractiveness-relevant products • Does model-product matching influence ad effectiveness through product argument or from model credibility?

  25. Issues • Model attractiveness and trustworthiness • Model expertise for attractiveness-enhancing vs. problem-solving products • Matching model with product information

  26. Design • Lipstick and jewelry as enhancing products • Acne medication as problem-solving product • HAM and NAM photographs • 250 female subjects • Survey forms

  27. Results • HAMs well suited to pairings with attractiveness-enhancing products • HAMs and NAMs equally effective in ads for problem-solving products • Kahle & Homer (1985) showed attractive celebrities more effective for selling razors • Confound? • No correlation between trustworthiness and attractiveness

  28. Laneige • Advertisement • Comment?

  29. Baker & Churchill (1977) • Model/product match-up • Mock print ads • Variables • Male & female models • Coffee vs. perfume/cologne • Subjects’ sex

  30. Results • For female subjects • Product type and physical attractiveness had no effect on purchase intention • For male subjects • Affected by female model attractiveness • Moderated by product type • Attractiveness-unrelated (coffee), unattractive female model --> higher purchase intention • Attractiveness-related (cologne), attractive female model --> higher purchase intention

  31. Decorative Models • Model irrelevant/unnecessary • Smith & Engle (1968) • Sexy vs. unsexy model with automobile • Sexy model makes male and female subjects rate car as more: • Appealing, lively, youthful, faster • Steadman (1969) • Mock advertisements with erotic/non-erotic models • Erotic ads inhibited delayed recall (7 days)

  32. Match-up? • Paris Hilton

  33. HAMs in Marketing • Negative consequences? • Body image issues • Negative feelings

  34. Do Women Care? • Richins (1991) • Young adult females • Half compare themselves frequently with models in clothing & cosmetics ads • One third report the ads produce personal dissatisfaction with their own appearance • Ingrassia (1995) • ~90% of white junior & high school girls have some level of dissatisfaction with weight

  35. Transfer? • Negative feelings from HAMs • Affect on brand? • Transfer? • Female consumers have complained of HAM use • Special K models • Calvin Klein jean ad use of Kate Moss • Culture jamming (Ad Busters)

  36. Social Comparison Jealously (SCJ) • Jealousy and envy produced by comparison to perceived superior • Negative effects • Depression • Helplessness • Desire for revenge • Frustration • Anxiety

  37. Behavioural Consequences • Derogation/disparaging of comparison other • Attempt to preserve self-esteem

  38. “What is Beautiful is Good” • Dion et al. (1972) • College men and women • Physically attractive people have more socially desirable traits • e.g., strength, sexual warmth, sensitivity, kindness, poise, modesty, better character • Belief: beautiful people lead better lives • SCJ may attenuate this belief

  39. HAM Derogation & Endorser Effectiveness • Negative feelings from SCJ • Impact on HAM effectiveness? • Derogation of HAM at: • Individual level • Effectiveness as persuader • HAM works on product via: • Spokesperson expertise and/or • Product effectiveness argument

  40. Bower (2001) • Hypothesized effects of negative affect from HAM SCJ Model expertise Negative affect Product evaluation Product intention Product Argument evaluation

  41. Study 1 • 130 undergraduate women • HAM and treadmill photo • Measures for • Model beauty • Subject comparison • Negative affect • HAM expertise • Product assessment • Derogatory assessment

  42. Comparator/Non-comparator • Does the subject compare herself to HAM? • If yes • Increased negative affect • Decreased evaluation of HAM as credible spokesperson & product argument • If no • No SCJ effect

  43. Study 2 • Treadmill might have biased toward body image • 110 undergraduate women • HAM and hair highlighting kit photo • Relative few comparators • Comparators find model more attractive than themselves and show negative affect • Not significant effect on product vs. non-comparators

  44. Conclusions • Comparator/non-comparator important • If comparator, SCJ of HAM has negative impact on brand • Should be somewhat cautious of results • Model type • Product • Race of subject and model

  45. Societal Marketing • Social causes • e.g., Conservation, equal rights, etc. • Public service announcement (PSA) • Increase public awareness • Change beliefs, attitudes, behaviours • Observed by large cross-section of population • “Help-self” (use fear) or “help-other” PSAs

  46. PSAs and Sexual Content • Sexual content increases attention to ad but interferes with product knowledge • PSAs poorly remembered and often ignored • Can sexual content increase attention to PSAs?

  47. PSA and Sexual Content • Israeli beach

  48. Reichert, Heckler & Jackson (2001) • Sexual and non-sexual PSAs for 13 social marketing topics • e.g., healthy eating, reading, HIV prevention • Mock print ads • Dominant visual, headline, core message • Images of heterosexual couples from photo archives • Sexual or non-sexual visual and headline

  49. Measures • Questionnaires • Thoughts and cognitions • Free responding immediately after viewing each PSA • Persuasion and communication • Attitude, belief, and behavioural intention scales • Measures of attention, interest, impact on thinking about topic

  50. Results • Sexual PSAs generate more favourable execution-related thoughts than non-sexual PSAs • Sexual and non-sexual PSAs generated same level of message-related thoughts • Sexual PSAs stimulated less elaboration (e.g., additional thoughts on topic) than non-sexual PSAs • Subjects were more likely to agree with PSAs using sexual appeals

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