UNIVERSITY OF PATRAS
DEPARTMENT OF BUSINESS ADMINISTRATION
GRADUATE STUDIES IN (MBA)
“NEW PRINCIPLES OF BUSINESS ADMINISTRATION”
“THE ROLE OF MUSIC IN USER GENERATED ADVERTISING”
Editor : Papadopoulou Dora (A.M. 221)
SEPTEMBER 2014
Patras, Greece
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Acknowledgments
Apart from the efforts of myself, the completion of any progress
depends largely on the encouragement and guidelines of many others.
I would like to express my heartfelt thanks to my parents and friends, for
their understanding and constant support.
Above all, I am grateful to Panagiotis for his endless patience, motivation
and encouragement for the completion of this project.
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CONTENTS
ACKNOWLEDGEMENTS p.1
CONTENTS p.2
CHAPTER 1 – INTRODUCTION p.5
CHAPTER 2 – LITERATURE REVIEW p.7
2.1 Effects of music in advertising p.7
2.1.1 The effects of music in consumer’s emotional world p.7
2.1.2 The effect of music in consumer’s memory p.7
2.2 Factors “filter” the effect of music in advertisement p.8
2.2.1 Valence Moderators p.10
2.2.2 Music Preference p.11
2.2.3 Music Familiarity – Emotion p.11
2.2.4 Music – Consumer’s expectations p.12
2.2.5 Perceived Duration p.12
2.2.6 Music Fit p.13
2.2.7 Attitude towards Brand p.14
CHAPTER 3 – REASEARCH DESIGN AND METHOLOGY p.15
3.1 Research Design p.15
3.2 Methodology p.16
3.2.1 Sampling p.17
CHAPTER 4 – DATA ANALYSIS p.21
4.1 Descriptive statistics p.21
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4.1.1 Questionnaire A’ Part p.21
4.1.2 Questionnaire B’ Part p.30
4.1.3 Mean – Comparison between the common questions of the
two questionnaires p.52
4.2 Normality test - Paired Samples t-test - Wilcoxon test p.55
4.2.1 Normality Test p.55
4.2.2 Paired Samples T-Test p.57
4.2.3 Wilcoxon Test p.58
4.2.4 Spearman’s Rho Analysis p.61
CHAPTER 5 - FINDINGS OF THE RESEARCH p.64
CHAPTER 6 - CONCLUSIONS p.67
CHAPTER 7 - RESTRICTIONS AND SUGGESTIONS FUTURE RESEARCH
p.69
APPENDICES p.71
REFERENCES p.78
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ABSTRACT
This study was conducted as part of the Postgraduate Program “New
Principles of Business Administration, MBA”. The research was based on the
role of music in Marketing field. Especially in advertisement is not researched
in an extended degree opposite to other elements of the advertisement. The
purpose of this research is to clarify the use of music in an advertisement
while the same time strengthening the central message of the advertisement.
In an initial level is presented the literature review in relation with the factors of
music that influence the consumer’s attitude and as a consequence the
consumer’s reactions. It is used the analysis of 200 respondents which are
exposed to the same commercial with different music background.
Subsequently, they are called to fill in a questionnaire consists of 15
questions. We firstly examine the descriptive statistics of each one of the
variables. All the statistically significant correlations are identified, interpreted
and evaluated. The empirical conclusions in conjunction with the apposition of
the literature review, could be easily utilized by the marketers. Finally, the
research trigger all the interested parts for future research.
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CHAPTER 1 – INTRODUCTION
Music is everywhere around us. Every day we hear plenty of music tones
that affect our consciousness and subconscious. It is generally accepted that
music has an impact to perception and mood of people. The use of music has
been studied extensively in the psychology area on issues such as human
behavior. Marketers took advantage of this feature and use it as a motivator in
purchase intention and decision of the consumer. In the specific context of
advertising, music is capable of attracting the attention, conveying implicit and
explicit messages, influencing perception in many ways, evoking emotions
and helping to retain information (Gorn 1982, Alpert and Alpert 1981).
Generally music has been suggested as one of the main memory - stimulating
factors (Snyder 2000). Huron (1989) posits that memorability is one of the
basic ways in which music contributes to an effective advertisement. When a
song is placed into an advertisement, viewers associate the music with the
images in advertising. Music communicates with consumers hearts and
minds, it serves as a powerful connection into emotions. Overall, apart from
fixing memory in people’s minds, music’s main function in advertisement is to
generate emotions (Oakes and North,2006). Finally, an adequate fit between
music and the promoted brand may contribute to communication effectiveness
by enhancing purchase intention, brand attitude, recall facilitation, and
affective response (Oakes 2007).
Concerning to advertisement, a new form began to emerge, since the
beginning of 2006 which diversifies the marketing scene. Social media has
fundamentally altered the way brand messages are been created and
communicated (Peltier et al., 2003; Taylor, 2009). The new phenomenon
known as User-Generated advertising has totally changed the typical way of
advertising . Arising out from well-established concepts such as Word of
mouth and the emerging Web 2.0 with its creation of user generated
advertising, is Advertising : an advertising form that gives control to the
consumer. By actively participating in the co-creation of value, consumers
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assumed control and a significant consumer engagement with the brand starts
to emerge (Arnet , 2011). The new type of user generated advertising in
combining with the powerful tool of music have already altered the marketer’s
strategy.
The basic question of this investigation is how and in what extent the music
could influence the attitude towards the product and as a result the
consumer’s reaction. There are few previous researches that may approve
that music could influence consumer’s attitude , the emotional world, the
perceived time of consumption of a product , the consumer’s expectations as
for the attitude of the product (Bitner,1992). The conclusions of these
researches are conflict owing to multidimensional nature of music also to the
different consumer characteristics which form the consumer’s behavior.
The following investigation, carried out with a commercial taking from the
wide area of social media. The advertisement was chosen with the criteria of a
wide consumption type of product also of the content of advertisement. Four
different and most famous types of music orchestrated the advertisement. The
purpose of this survey was to identify how generally the different types of
music on an advertisement can affect consumers mood and induce them to
purchase.
The report consists of 8 chapters and below are briefly presented the matters
of each chapter:
The second chapter is related with literature review concerning with
the role and the influence of music in advertisement.
The third chapter describes the methodology of the research in
combination with the demographic factors which is carried out in order
to corroborate our assumptions .
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CHAPTER 2 – LITERATURE REVIEW
2.1 Effects of music in advertising
In the area of advertising, music has been suggested as one of the main
memory stimulating factors (Snyder, 2000). Music that accompanies
advertising may help remembering the brand. According to North et al. brands
that are clearly defined by a given type of music are 96% easier to remember
for consumers than those which use no sound of any kind. Jantzen and
Graakhaeer (2009) stress the ability of music to create cognitive associations
(melody-brand). These kinds of associations may be established very quickly
in the minds of consumers after their exposure to an ad, to the extent that they
find it difficult to identify or associate the different melody with the brand. Apart
from its effects on memory, music in advertising attracts the consumers
attention. In the following chapters analyzed how the music piece creates
emotions, expectations in consumers mind.
2.1.1 The effects of music in consumer’s emotional world
It is generally accepted that music affects the emotional world of the listener-
consumer. This is confirmed from the past decades from famous poets,
writers, composers. The research of Vinovich in the 1975 indicated that
different types of music evoke different emotional mood. Also Butler (1973)
extensively dealt with researches on the field of the music psychology.
2.1.2 The effect of music in consumer’s memory
It is perfectly acceptable that music affects the consumers emotional world .
In the same level of our analysis, should be mentioned that a music piece in
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an advertisement, contributes to restraint the advertising message, to recall
the elements of the ad even to recognize the whole advertisement (Hecker
1984). All these assessment measures of the effectiveness of an advertisment
are associated with the consumers memory and consequently with the future
purchase behavior. Correlation researches (Burke Marketing Research 1978,
McCollum and Spielman 1976, Hoyer, Srivastana and Jacoby, 1984) have
shown in many cases that music strengthens the ad message, another time
(Sewall and Sarel 1986, Park and Young 1986, Wheatley and Brooker 1988)
there is no influence in recognizing the elements of an advertisement.
In accordance to Kroeber – Riel (1979) the basic music property concerning
with the perception of advertisement message is the attention –gaining value
of music of the listener. The ability of the music to attract the attention is
depend on specialized features such as:
The tempo- volume of music (Berlyne 1974)
The existence of lyrics in a music piece (Galizio and Hendrick
(1972)
The repetition of a theme music (Barber 1987)
Bitner’s (1992) model highlights musical variance as one of physical
environmental dimensions influencing the behavior of customers and
employees within a service environmental context. Mainly portray the way in
which environmental dimensions can affect on the cognitive, emotional and
physiological responses of both customer and employees.
2.2 Factors “filter” the effect of music in advertisement
In an effort to clarify the role of music in advertisement , we should examine
these factors mediate between the viewer and the music background of the
advertisement. These factors are called valence factors they are capable to
increase, decrease or alternate the effect of music in consumers mood, react,
expectations and finally in his behavior.
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We could discern two categories included these factors :
a) Personal factors
b) Environmental factors
a) Personal factors include :
The level of correlation (high-low) with the product also the kind of
correlation with the product (Emotional - Cognitive, Park and Young,
1986).
The type – tension of the correlation between music and product, (Gorn,
1982).
The demographic factors of the consumer which affect the musical
preference and reactions in different music pieces (Alpert & Alpert,
1991).
The perception of the consumer as regards the musical fit with the ad
message (“Music message congruency”, Cox & Cox, 1993).
The consumers musical preference, which can be determined by the
cultural background and the demographic factors.
The anterior experiences, memories, images which are revoked in
consumers mind while listening to a music piece (Macinnis & Park,
1991).
The consumers music familiarity with the music background of an
advertisement (Rushell, 1987).
b) Environmental factors include :
In a general level the social and cultural influences on a consumer as
being a member of a social.
In a specific level, the coexistence of non musical elements
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2.2.1 Valence Moderators
Valence moderators, factors which filter independent musical variables (music
genre) , define the consumers internal reactions. Substantially, influence the
musical perception of the consumer and guide into specific purchasing
behaviors.
The basic valence moderators which have shown to filter the influence of
music in consumers behavior are separated into two different categories:
1. Demographic factors
2. Musical familiarity factors
Many researchers such as Alpert and Alpert 1991, Holbrook and Schindler
1989 have argued that demographic factors could influence the music
preference. For this reason, the knowledge of the demographic factors of a
target group of the market could provide to the marketers the advantage to
adjust the music atmosphere into the preference of clients. The most famous
demographic factors are presented below :
Age : Much research has reported that musical preference is related
with the age (Yalch and Spangenberg, 1993). Holbrook and Schindler
(1989) have suggested that up to the 25th year old sensitivity to popular
music reaches its peak.
Gender : Shepherd (1986) found that musical preference also the
consumption patterns differentiated according to gender. Shepherd
also conclude that trends derived from the factor of gender are show
stability. More specifically, Stipp (1990) claimed that females prefer
slower, softer music, on the other hand males prefer faster, louder
music. Kellaris and Rice (1993) found that women attributed more
positive qualities to music played at a quieter volume than men. It has
also been argued that males could estimate short durations more
accurately, while the same time females are more likely to
underestimate.
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Social Class : Shepherd (1986) found variations between classes in
terms of musical preference, using occupation as a determinant of
social class. More specifically, individuals placed favorably within the
social structure were more likely to prefer classical or jazz music.
2.2.2 Music Preference
Music research has reported that musical preference varies according to age
(Yalch and Spangerberg,1993). Holdrook and Schindler (1989) have
suggested that sensitivity to popular music reaches its peak around about the
24th year, leading to long term preference and bonding with individual pieces
of popular music.
Shepherd (1986) found musical genre preference and consumption patterns
to follow discernible trends in terms of differentiation in taste along lines of
genre were the most remarkably of all. Research has shown how responses
to music vary according to gender (Peretti and Swenson,1974). More
specifically, Stipp (1990) claimed that females prefer slower ,softer music,
while males prefer faster, louder music regardless of genre. Kellaris and Rice
(1993) found that women attributed more positive qualities to music played at
a quieter volume than men. It has also been argued that males estimate short
durations more accurately, while females are more likely to underestimate in
their temporal estimates (e.g. Kellaris and Mantel, 1994; North et al. 1998).
2.2.3 Music Familiarity – Emotion
Consumer’s response to a particular piece of music frequently depends on
individual familiarity with the music, or on the personal memories which a
song may generate. While a piece of music has measurable physical reality in
terms of variables like tempo and volume, it also has a cognitive reality related
to the subjectivity of listeners perceptions (Herrington and Capella, 1994).
Davies (1991) supported that the music familiarity affects the music
preference. So the consumers while watching a commercial or being in a
store maybe feel pleasantly in hearing a known song (Davies 1991). In terms
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of the frequency with which a piece of music is heard, Brandley (1971) found
that the preference for a piece of music increased over time with repetition.
2.2.4 Music – Consumer’s expectations
The Musicscape acknowledges studies have examined the relationship
between music and consumer expectations. The consumers’ expectations are
directly connected with the picture presented. Baker et al. (1994) found that
the ambient elements of classical music and soft lighting led to inferences that
merchandise and service quality would be higher when compared to Top 40
music and bright lighting.
Musical execution can also be used to reinforce such cognitive responses by
symbolizing the quality of service provided. A live performer playing
classical/jazz music may well create different customer expectations. Also
many examples in fashion houses use famous popular music to reinforce their
products. The Musicscape would thus be helping to generate cognitive
internal responses regarding customer expectations of the level of service
quality. Last but not least, many restaurants with a traditional menu (Mexico,
Kina, Italy , France) use traditional music pieces to impart the appropriate
atmosphere to the consumers and give the sense of an original local cuisine.
As a result, it is not the best nor the most famous but the appropriate music
piece in an advertisement contribute to create high expectations in
consumer’s mind.
2.2.5 Perceived Duration
Yalch and Spangernberg (1990) revealed how shoppers reported spending
more time than expected in a store playing less preferred music. Hui et al.
(1997) claimed that the liked music in comparison with not liked music ,
triggered consumers feel pleasant while being in a store. As a result,
consumers formed a positive opinion for the enterprise. Their study also
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revealed how liked music increased the perceived wait duration, rather than
reduce it. Chebat et al. (1993) examined the impact of fast/slow music with
visual stimulation on perceived waiting times. They conclude that time
perception was affected by the combined effects of a visual stimulation and
slow music. In terms of fast music there was no significant effect on time
estimates under high and low visual stimulation, whereas with slow music the
effects were significant.
2.2.6 Music Fit
One more basic element related with music, is the music fit with all the other
elements of the advertisement also the ability of music to reset emotional
experiences to consumers mind. The music fit is defined as the subjective
perception of consumers that music relates and reinforces the central ad
message. Several researchers note that music that fits the ad can be
conceptualized as a message relevant executional because it reinforces the
basic advertising message. Macclins and Park (1991) argued that music fits
the ad, strengthens the message and product may also have a positive effect
on consumers in a state of high involvement. When elements of a stimulus set
correspond with other items in the set, the individual parts are not perceived
as separable.
Different musical styles may provide different information for the same
product. For example a rock piece of song would underline consumers beliefs
about the power, speed, competitiveness of the advertising product. Whereas
using the same product with a classical piece of music emphasize its interior
trim, luxury and elegance. According to the idea to the musical fit both types of
music would make sense in the aim to transport relevant information about the
product.
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2.2.7 Attitude towards Brand
Attitudes are a popular research topic in marketing studies. At first we could
predict consumer’s behavior (Mitchell and Olson, 1981) and secondly, many
studies of attitudes are available from social psychology researchers (Eagly &
Chaiken, 1993). In a manner of trying to identify we could separate as follows:
Attitude towards the brand
Purchase intentions
During the past two decades, marketing journals have published numerous
studies involving attitude towards the brand and purchase intentions
constructs across a variety of theoretical paradigms. For example, research
on purchase intentions measures has examined their predictive validity
(Kalwani & Silk, 1982; Morrison,1979), discriminant validity and vulnerability to
response biases (Clancy & Garson 1970), whereas research on attitude
towards the brand has examined the consistency among attitude toward the
brand.
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CHAPTER 3 – REASEARCH DESIGN AND METHOLOGY
3.1 Research design
The objective of this experiment was to explore the role of different types of
music in consumer’s attitude for a product while watching a commercial shot.
The experiment was attended by 200 respondents without professional
musical education, between the age of 18 up to 30 years old.
The research was focused on one selected market product, the beer
Guinness. The beer Guinness, was selected according to the estimated
frequency of purchase of the category which belongs. Moreover, Guinness
advertising is a global genius phenomenon. For the purposes of our
experiment was used the standard real commercial shot “The Guinness
Basketball Commercial”. With about 19 million you tube views, seven
hundred facebook shares and about 26 thousand twitter shares the “Guinness
basketball commercial” is ranked as the first one in the advertising history of
the beer “Guinness”.
Sharing of this commercial over the time
In the following research was tried to discover the effects of different genres
of music on the impression of the advertised product, on the purchase
intention and on the valuation of the product. More specifically, one of the
most famous commercial shot was exposed to four different groups (consists
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of 50 respondents each one) with four different types of music such as pop,
rock , jazz and classic type. Finally, we have to mention that the selection of
the music type background was of the most popular genres of music
categories.
3.2 Methodology
Descriptive research is the main methodology that was chosen for our
analysis.
The tools of the experiment was at first a questionnaire, that the respondents
which were separated into four different groups, were called to answer before
the exposure to a commercial shot. Secondly, each group was exposed to the
same commercial shot with different types of music genre – piece. Lastly,
after the exposure to the commercial shot each group were called to answer
to a questionnaire .
As for the questionnaires before and after the exposure of the advertisement
the scope was to record how different types of music could affect the attitude
for the product . The structure is shown below.
The first part questionnaire consists of 6 questions structured as follows :
Demographic Factors (Age – Gender)
Music Preference (based on music genre)
Music Familiarity (based on music genre)
Attitude towards the brand
Purchase intention of the product
The second part questionnaire consists of 6 questions structured as follows :
Music familiarity (based on music piece)
Music fit
Music and consumer expectations
Emotional reactions
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Attitude towards the advertisement
Attitude towards the brand
Purchase intention of the product
Time perception
The form of the second part of the questionnaire was answered once a time
for each group consists of 50 respondents. The commercial shot was found
from the site of social media (You Tube) and the music background was
amended into four different types of music. The respondents randomly divided
into four groups and it is ensured that the composition of the groups was
random, too. The sample of each group after the completion of the first part of
the questionnaire, was exposed to the same commercial shot with different
background music (pop-rock-jazz-classic).
As the questionnaire structured in two parts (before-after exposure) we could
measure and compare the attitude towards the brand and the purchase
intention before and after the exposure to advertisement.
The sample consists of 200 respondents aged form 18 up to 30 years old.
The research was conducted from 1 up to 16 June 2014 via the Web site and
social media.
3.2.1 Sampling
The first part questionnaire was completed by the sample before the exposure
to the commercial shot. At a first level are presented the results of the
demographic factors of the sample. The whole sample consists of 56,5% men
and 43,5% women and the average mean of the age of the sample is 25,07
years old.
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Question 1 : “The age of the respondent”
Measurement Scale: Scale variable
Type of question: open question
POP
Table 1: Pop – Age
N Range Minimum Maximum Mean Std. Deviation
Age 50 10 20 30 24,82 3,095
Valid N (listwise) 50
The minimum age of the sample was 20 years old and the maximum was 30
years old. The mean of the sample is 24,82 years old.
Rock
Table 2: Rock – Age
N Range Minimum Maximum Mean Std. Deviation
Age 50 10 20 30 24,86 2,748
Valid N (listwise) 50
The minimum age of the sample was 20 years old and the maximum was 30
years old. The mean of the sample is 24,86 years old.
Jazz
Table 3: Jazz – Age
N Range Minimum Maximum Mean Std. Deviation
Age 50 14 18 30 26,22 3,073
Valid N (listwise) 50
The minimum age of the sample was 18 years old and the maximum was 30
years old. The mean of the sample is 26,22 years old.
Classic
Table 4: Classic – Age
N Range Minimum Maximum Mean Std. Deviation
Age 50 9 20 29 24,38 2,641
Valid N (listwise) 50
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The minimum age of the sample was 20 years old and the maximum was 29
years old. The mean of the sample is 24,38 years old.
Question 2: « The gender of the respondent »
Measurement Scale: Nominal variable
Type of question: close question, dichotomous and mutually excluded
contingencies
Table 5 : Gender-Pop
Frequency Percent Valid Percent Cumulative Percent
Valid Men 27 54,0 54,0 54,0
Women 23 46,0 46,0 100,0
Total 50 100,0 100,0
The pop sample consists of 54% men and 46% women.
Table 6 : Gender-Rock
Frequency Percent Valid Percent Cumulative Percent
Valid Men 25 50,0 50,0 50,0
Women 25 50,0 50,0 100,0
Total 50 100,0 100,0
The rock sample consists of 50% men and 50% women.
Table 7 : Gender – Jazz
Frequency Percent Valid Percent Cumulative Percent
Valid Men 31 62,0 62,0 62,0
Women 19 38,0 38,0 100,0
Total 50 100,0 100,0
The jazz sample consists of 62% men and 38% women.
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Table 8 : Gender – Classic
Frequency Percent Valid Percent Cumulative Percent
Valid Men 30 60,0 60,0 60,0
Women 20 40,0 40,0 100,0
Total 50 100,0 100,0
The classic sample consists of 60% men and 40% women.
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CHAPTER 4 – DATA ANALYSIS
4.1 Descriptive statistics
All the questionnaires were coded and the responses analyzed with the use
of IBM SPSS Statistics 22. Descriptive statistics were calculative for all
variables of both parts of the questionnaires (Before-after the exposure). The
results are presented in the following chapter as collected. At first, the A’ part
questionnaire, before the exposure of respondents in advertisement, at
second the results of each question of the four separated groups.
4.1.1 Questionnaire A’ Part
The first part questionnaire was completed by the sample before the exposure
to the commercial shot so as to identify the demographics of the sample, the
musical preference, the attitude towards the product and the purchase
intention of the product.
Question 3: « Circle one of the numbers 1 to 7 in order to express the degree
of preference of the following musical genres »
Measurement Scale: Interval variable
Type of question: close question, mutually excluded contingencies
In this question the sample was asked to choose in a scale from 1 up to 7 (1=I
don’t like at all, 2=I don’t like, 3= I don’t prefer , 4=Neither like nor dislike, 5= I
like a little, 6= I like a lot, 7= I like very much) to show the music preference. In
the tables below, the means of the preference of each group are presented in
detail.
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Table 9 : Music Preference – Pop
N Range Minimum Maximum Mean Std. Deviation
Pop 50 4 3 7 5,24 1,205
Rock 50 5 2 7 4,36 1,225
Jazz 50 6 1 7 3,30 1,542
Classic 50 5 1 6 2,82 1,366
Valid N (listwise) 50
All the samples were called to answer to the question which type of music
they prefer better between the pop, rock, jazz, and classic type. The pop
sample, ranked as first one the pop genre (mean=5,24), as second the rock
genre (mean=4,36), thirdly the jazz genre (mean=3,30) and last one the
classic type (mean=2,82).
Table 10 : Music Preference – Rock
N Range Minimum Maximum Mean Std. Deviation
Pop 50 6 1 7 4,78 1,556
Rock 50 4 2 6 4,22 1,329
Jazz 50 6 1 7 2,84 1,633
Classic 50 5 1 6 2,14 1,654
Valid N (listwise) 50
The rock sample gave the same rank, like the pop sample. Pop genre comes
first (mean=4,78), rock genre comes second (mean=4,22), jazz genre as a
third one (mean=2,84) and as last comes the classic genre (mean=2,14)
Table 11 : Music Preference – Jazz
N Range Minimum Maximum Mean Std. Deviation
Pop 50 6 1 7 4,32 1,531
Rock 50 4 1 7 5,44 1,668
Jazz 50 6 1 7 4,20 1,714
Classic 50 5 1 6 3,48 1,344
Valid N (listwise) 50
The jazz sample, unlike with the previous samples, firstly ranked the rock
genre (mean=5,44), secondly the pop genre (mean=4,32), thirdly jazz type
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(mean=4,20), lastly classic genre (mean=3,48).Incidentally, we have to
mention that jazz sample is the highest average aged, while it is generally
accepted that the pop music selected by the youngest aged groups.
Table 12 : Music Preference – Classic
N Range Minimum Maximum Mean Std. Deviation
Pop 50 6 1 7 4,50 1,644
Rock 50 6 1 7 4,30 1,446
Jazz 50 5 1 6 3,00 1,325
Classic 50 6 1 7 2,38 1,872
Valid N (listwise) 50
Finally as for the classic sample, we have the same structure as the two first
samples. Specifically, pop genre comes first (mean=4,50), rock sample comes
second (mean=4,30), jazz genre appears as third one (mean=3,00),classic
genre comes last in ranking (mean=2,38).
As it can be seen, popular music by majority takes the first place in the scale
of preference by the respondents. This result could be easily explained from
the youth age of the respondents of our experiment who appear more
sensitive to popular music (Holbrook and Schindler,1989).
Question 4: « Circle one of the numbers 1 to 7 in order to express the degree
of familiarity with the following musical genres »
Measurement Scale: Interval variable
Type of question: close question, mutually excluded contingencies
In this question the four groups were asked to choose in a scale from 1 up to
7 (1=I hear it first time, 2=I have heard it very few times, 3= I have heard it few
times , 4=I have heard it sometimes, 5= I have often heard it, 6= I have heard
it several times, 7= I have heard it many times) to show the familiarity with the
four different types of music.
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Table 13 : Music Familiarity – Pop
N Range Minimum Maximum Mean Std. Deviation
Pop 50 5 2 7 5,34 1,409
Rock 50 6 1 7 4,10 1,313
Jazz 50 6 1 7 3,00 1,750
Classic 50 5 1 6 2,66 1,451
Valid N (listwise) 50
As we could see from the table above, the pop sample presents the same
rank in familiarity to the song as the preference rank in the previous question.
In more detail, pop genre (mean=5,34), rock genre (mean=4,10), jazz genre
(mean3,00) and last one classic genre (mean=2,66).
Table 14: Music Familiarity – Rock
N Range Minimum Maximum Mean Std. Deviation
Pop 50 6 1 7 5,06 1,707
Rock 50 6 1 7 4,38 1,652
Jazz 50 6 1 7 2,74 1,771
Classic 50 6 1 7 2,50 1,940
Valid N (listwise) 50
To continue with the rock sample, follows the same procession with the
preference. Pop genre (mean=4,54), rock genre (mean=5,16), jazz genre
(mean=3,30), classic genre (mean=2,66).
Table 15 : Music Familiarity – Jazz
N Range Minimum Maximum Mean Std. Deviation
Pop 50 6 1 7 4,54 1,693
Rock 50 6 1 7 5,16 1,646
Jazz 50 6 1 7 3,30 1,693
Classic 50 6 1 7 2,66 1,394
Valid N (listwise) 50
As for the jazz group, rock genre comes first (mean=5,16),pop genre cones
second (mean=4,54), jazz genre comes third (mean=3,30), classic genre
comes last (mean=2,66).
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Table 16 : Music Familiarity – Classic
N Range Minimum Maximum Mean Std. Deviation
Pop 50 6 1 7 4,50 1,717
Rock 50 4 2 6 4,20 1,178
Jazz 50 5 1 6 2,94 1,406
Classic 50 6 1 7 2,62 1,817
Valid N (listwise) 50
Lastly, as for the classic group, pop takes the first place (mean=4,50), rock
comes second (mean=4,20), jazz comes third (mean=2,94), classic comes
fourth in the rank (mean=2,62).
The results o f the music familiarity follow the results of the music preference,
as it can be seen from the direction of means of each genre.
Question 5: “Attitude towards the brand”
« Circle one of the numbers 1 to 7 in order to express the attitude towards
the beer Guiness»
Measurement Scale: Interval variable
Type of question: close question, mutually excluded contingencies
In this question the respondents asked to rate between to diametrically
opposed adjectives which characterize the brand “Guinness”. They chose in a
scale starts from 1 which is a negative aspect of the brand up to 7 which is the
positive aspect of the brand. In the following tables we present the results for
each group. For a better analysis, we found out for each group the mean of
the means of each pair of adjectives.
~ 26 ~
Table 17 : Attitude towards brand – Pop
N Range Minimum Maximum Mean Std. Deviation
Unappealling Appealing 50 4 2 6 3,88 1,206
Bad Good 50 5 2 7 4,02 1,301
Unpleasant_Pleasant 50 4 2 6 4,10 1,129
Unfavorable Favorable 50 4 2 6 3,88 1,394
Unlikable Likable 50 5 2 7 4,08 1,469
Valid N (listwise) 50
For the pop group, the mean of the means is 3,99, which presents a neutral to
a negative aspect of the brand “Guinness”
Table 18 : Attitude towards brand – Rock
N Range Minimum Maximum Mean Std. Deviation
Unappealling Appealing 50 6 1 7 3,62 1,227
Bad Good 50 6 1 7 3,64 1,120
Unpleasant_Pleasant 50 4 2 6 3,72 0,834
Unfavorable Favorable 50 5 1 6 3,58 0,971
Unlikable Likable 50 6 1 7 3,54 1,182
Valid N (listwise) 50
As for the rock group, the mean of the means is 3,62, which shows almost the
same negative aspect as the pop group.
Table 19 : Attitude towards brand – Jazz
N Range Minimum Maximum Mean Std. Deviation
Unappealling Appealing 50 6 1 7 4,58 1,617
Bad Good 50 6 1 7 3,62 1,354
Unpleasant_Pleasant 50 6 1 7 3,32 1,477
Unfavorable Favorable 50 6 1 7 4,68 1,518
Unlikable Likable 50 6 1 7 4,86 1,498
Valid N (listwise) 50
Regarding, to the jazz group the mean of means is 4,21 which is the best
attitude compared to the previous groups , but still remains a neutral one.
~ 27 ~
Table 20 : Attitude towards brand – Classic
N Range Minimum Maximum Mean Std. Deviation
Unappealling Appealing 50 5 1 6 3,82 1,173
Bad Good 50 4 2 6 3,86 1,125
Unpleasant_Pleasant 50 4 2 6 3,80 1,030
Unfavorable Favorable 50 4 2 6 3,76 1,080
Unlikable Likable 50 5 1 6 3,58 1,247
Valid N (listwise) 50
Lastly, the classic group appears the most negative attitude towards the brand
“Guiness” with the mean of means 3,76.
As a general attitude the respondents are indifferent about the product and
surely it is not in their first options while they choose to drink a beer.
Question 6: “Purchase intention of the beer “Guiness”
« Circle one of the numbers 1 to 7 in order to express the frequency of
purchasing the beer “Guiness” »
Measurement Scale: Interval variable
Type of question: close question, mutually excluded contingencies
In this question the respondents asked to choose between pairs in a scale of
1 up to 7 in order to express the purchase intention of the product “Guiness”.
Each pair starts the scale with 1 shows the negative aspect in buying the
product and concludes to 7 the positive aspect in buying the product. Like
previously we quote the results of each group and we average the means to
conclude to a final aspect of the purchase intention.
~ 28 ~
Table 21 : Purchase Intention – Pop
N Range Minimum Maximum Mean Std. Deviation
Never - Definetely 50 4 2 6 4,08 ,986
Definetely not intend
to buy - Definetely
intend to buy
50 5 1 6 4,12 1,118
Very low – High
purchase interest 50 5 1 6 3,86 1,246
Definetely not buy it
– Definetely buy it 50 4 2 6 3,86 ,969
Probably not buy it –
Probaly buy it 50 4 2 6 3,92 1,047
Valid N (listwise) 50
The pop group, as an average mean of means has 3,19, which means a low
purchase interest.
Table 22 : Purchase Intention – Rock
N Range Minimum Maximum Mean Std. Deviation
Never – Definetely 50 4 2 6 4,00 ,904
Definetely not intend
to buy - Definetely
intend to buy
50 5 1 6 4,16 ,997
Very low – High
purchase interest 50 5 1 6 4,14 1,069
Definetely not buy it
– Definetely buy it 50 5 1 6 4,16 1,017
Probably not buy it –
Probaly buy it 50 5 1 6 4,18 ,983
Valid N (listwise) 50
The rock group, presents the average mean 4,12 better than the pop group
but still a neutral purchase intention.
~ 29 ~
Table 23 : Purchase Intention – Jazz
N Range Minimum Maximum Mean Std. Deviation
Never – Definetely 50 5 1 6 2,40 1,565
Definetely not intend
to buy - Definetely
intend to buy
50 6 1 7 3,32 1,696
Very low – High
purchase interest 50 5 1 6 3,06 1,731
Definetely not buy it
– Definetely buy it 50 6 1 7 3,38 1,665
Probably not buy it –
Probaly buy it 50 6 1 7 3,42 1,762
Valid N (listwise) 50
As for the jazz group, the average mean is 3,116 in the scale 1 up to 7 which
is the lowest until now.
Table 24 : Purchase Intention – Classic
N Range Minimum Maximum Mean Std. Deviation
Never - Definetely 50 4 2 6 4,44 ,907
Definetely not intend
to buy - Definetely
intend to buy
50 4 2 6 4,52 1,111
Very low – High
purchase interest 50 4 2 6 4,56 ,993
Definetely not buy it
– Definetely buy it 50 4 2 6 4,40 ,904
Probably not buy it –
Probaly buy it 50 4 2 6 4,54 ,994
Valid N (listwise) 50
Last but not least the classic group, presents an average mean 4,49, the
highest of all the sample.
To conclude from the evidence above, the respondents are low interested in
purchasing the beer Guinness.
~ 30 ~
4.1.2 Questionnaire B’ Part
The second part of the questionnaire was answered by each sample after
watching the commercial shot. The respondents were separated into 4
different groups based on the four different types of music background .Each
group was exposed in the advertisement only once. After the exposure they
called to answer to the second part of the questionnaire. In the analysis below
we present how different genre of music could affect the consumers attitude
for a brand.
Question 1: “Music familiarity”
« Circle one of the numbers 1 to 7 in order to express your familiarity with the
music piece»
Measurement Scale: Interval variable
Type of question: close question, mutually excluded contingencies
In this first question of the second part of questionnaire the respondents
asked to choose in a scale of 1 up to 7 (1=I hear it first time, 2=I have heard it
very few times, 3= I have heard it few times , 4=I have heard it sometimes, 5=
I have often heard it, 6= I have heard it several times, 7= I have heard it many
times) to present the familiarity with the music piece of the commercial shot.
Pop : She Wolf -Falling to pieces (David Guetta)
Table 25 : Music familiarity – Pop
N Range Minimum Maximum Mean Std. Deviation
Music familiarity pop 50 6 1 7 4,74 1,601
Valid N (listwise) 50
The results for the pop music piece shown that is familiar to the sample
(mean=4,74).
~ 31 ~
Rock : Black Betty 1977 (Ram Jam)
Table 26 : Music familiarity – Rock
N Range Minimum Maximum Mean Std. Deviation
Music familiarity pop 50 6 1 7 3,60 1,666
Valid N (listwise) 50
The results for the rock music piece shown that is not so familiar to the
sample as the pop song (mean=3,60).
Jazz : Mess Around (Ray Charles)
Table 27 : Music familiarity – Jazz
N Range Minimum Maximum Mean Std. Deviation
Music familiarity 50 6 1 7 3,14 2,041
Valid N (listwise) 50
The jazz song is listened by the sample very few times (mean=3,14). In fact,
this song is addressed to a specific category of listeners.
Classic : Four Seasons (Vivaldi)
Table 28 : Music familiarity – Classic
N Range Minimum Maximum Mean Std. Deviation
Music familiarity 50 6 1 7 3,86 1,629
Valid N (listwise) 50
Last but not least, the Vivaldi song is a well known song piece but addressed
to a specific category of people who likes classic music. For this reason the
mean is 3,86.
~ 32 ~
Question 2: “Music fit”
« Circle one of the numbers 1 to 7 in order to express the degree the music
piece enforces the commercial message»
Measurement Scale: Interval variable
Type of question: close question, mutually excluded contingencies
In this question the respondents asked to choose in a scale of 1 up to 7
(1=Not at all, 2=Not a little, 3=Not very much, 4=More or less, 5=A little, 6=
Very much, 7=Absolutely) in order to express the degree the music piece
enforces the central message of the commercial shot.
Table 29 : Music fit
N Range Minimum Maximum Mean Std. Deviation
Pop 50 4 3 7 5,66 1,081
Rock 50 6 1 7 4,88 1,649
Jazz 50 6 1 7 4,04 1,772
Classic 50 5 1 6 2,62 1,276
Valid N (listwise) 50
As we could see from the results, the young age of the sample classifies the
pop song first as for the music fit which relates and reinforces the central
message of the commercial. Second, comes the rock song a rock piece of
underline the consumers beliefs about the power, and competitiveness of the
advertising product. Lastly, follows the jazz piece and much further away the
classic piece.
Question 3: “Consumer’s Expectations”
« Circle one of the numbers 1 to 7 in order to express the degree the music
piece creates a sense of a high value/positive image – low value/negative
image of the product »
~ 33 ~
Measurement Scale: Interval variable
Type of question: close question, mutually excluded contingencies
In this question the respondents asked to choose in a scale of 1 up to 7
(1=Not at all, 2=Very low, 3=Low, 4=Neither low nor high, 5=High, 6= Very
high, 7=Absolutely) in order to express the degree the music piece creates a
sense of high value/ positive image or low value/negative image of the
product.
Table 30 : Music Expectations
N Range Minimum Maximum Mean Std. Deviation
Pop 50 3 4 7 5,68 0,868
Rock 50 6 1 7 5,28 1,591
Jazz 50 6 1 7 4,66 1,349
Classic 50 5 2 7 5,44 1,053
Valid N (listwise) 50
The results of the tables above, as for the expectations for the product based
on music pieces follow the same rank like the music fit with only exceptional
the classic piece exceed the jazz piece. The classic music is inherent with
high quality and for this reason seems the quality of the product higher than
with other music songs.
Question 4: “Time Perception”
« Circle one of the numbers 1 to 7 in order to express the perceived duration
of the commercial shot »
Measurement Scale: Interval variable
Type of question: close question, mutually excluded contingencies
In this question the respondents asked to choose in a scale of 1 up to 7 (1=
Negligible short duration, 2= Very short duration, 3= Short duration, 4= Neither
short nor long duration, 5= Somewhat long duration, 6= Long duration, 7=
~ 34 ~
Very long duration) in order to report the perceived duration of the commercial
shot.
Table 31 : Time Perception
N Range Minimum Maximum Mean Std. Deviation
Pop 50 3 1 4 1,88 0,824
Rock 50 4 1 5 2,50 1,266
Jazz 50 6 1 7 4,28 1,266
Classic 50 6 1 7 4,40 1,578
Valid N (listwise) 50
Our experiment revealed that the most liked music was the pop music,
creates a sense of a less duration commercial shot (mean=1,88). Whereas,
the same commercial shot displays different time perception with the rock
music background (mean=2.50).Lastly, as for the jazz and classic background
the commercial shot appears as a long perceived duration with mean=4,28
and mean=4.40 respectively.
Question 5: “Attitude towards the brand”
« Circle one of the numbers 1 to 7 in order to express the attitude towards
the beer “Guiness” after the exposure to the commercial shot »
Measurement Scale: Interval variable
Type of question: close question, mutually excluded contingencies
In this question the respondents were asked to rate between to diametrically
opposed adjectives which characterize the brand “Guinness” after the
exposure to the commercial shot. They chose in a scale starts from 1 which is
a negative aspect of the brand up to 7 which is the positive aspect of the
brand. In the following tables we present the results for each group. For a
better analysis, we found out for each group the average mean of the means
for each pair of adjectives, as we did in the part A of the questionnaire.
~ 35 ~
Table 32 : Attitude towards brand after Pop
N Range Minimum Maximum Mean Std. Deviation
Unappealling Appealing 50 4 3 7 5,28 1,031
Bad Good 50 4 3 7 5,42 0,992
Unpleasant_Pleasant 50 4 3 7 5,26 1,084
Unfavorable Favorable 50 5 2 7 5,02 1,286
Unlikable Likable 50 5 2 7 5,26 1,259
Valid N (listwise) 50
The average mean of the means for the sample exposed to pop commercial
shot is 5,24.
Table 33 : Attitude towards brand after Rock
N Range Minimum Maximum Mean Std. Deviation
Unappealling Appealing 50 5 2 7 4,82 1,119
Bad Good 50 4 3 7 5,02 1,169
Unpleasant_Pleasant 50 4 3 7 4,90 1,074
Unfavorable Favorable 50 5 3 7 4,76 ,938
Unlikable Likable 50 5 2 7 5,10 ,995
Valid N (listwise) 50
The average mean of the means for the sample exposed to rock commercial
shot is 4,92.
Table 34 : Attitude towards brand after Jazz
N Range Minimum Maximum Mean Std. Deviation
Unappealling Appealing 50 6 1 7 4,98 1,584
Bad Good 50 6 1 7 4,96 1,538
Unpleasant_Pleasant 50 6 1 7 4,98 1,478
Unfavorable Favorable 50 6 1 7 4,90 1,681
Unlikable Likable 50 6 1 7 5,22 1,776
Valid N (listwise) 50
The average mean of the means for the sample exposed to jazz commercial
shot is 5,008.
~ 36 ~
Table 35 : Attitude towards brand after classic
N Range Minimum Maximum Mean Std. Deviation
Unappealling Appealing 50 5 2 7 4,42 1,126
Bad Good 50 4 3 7 4,70 1,093
Unpleasant_Pleasant 50 4 2 6 4,44 1,013
Unfavorable Favorable 50 3 3 6 4,46 1,014
Unlikable Likable 50 5 2 7 4,72 1,051
Valid N (listwise) 50
The average mean of the means for the sample exposed to classic
commercial shot is 4,548.
Generally, we could conclude that all the samples after the exposure to the
commercial shot gain a more positive stance for the beer “Guinness”. In
reality, each music background creates a different stance towards the brand.
From the results above, the pop background causes the most positive stance
with mean 5,248. Second comes the commercial shot with the jazz music
piece, with mean 5,008. Thirdly, is appeared the rock music piece with mean
4,92 and as last one the classic music piece with mean 4,548.
Question 6: “Purchase Intention”
« Circle one of the numbers 1 to 7 in order to express the purchase inentio of
the beer “Guiness” »
Measurement Scale: Interval variable
Type of question: close question, mutually excluded contingencies
In this question the respondents were asked to choose in a scale from 1 up to
7 (1= I am surely not intended to buy, 2= I am not intended to buy, 3= I am
somewhat not intended to buy, 4= I am neither intended nor intended to buy,
5= I am somewhat intended to buy, 6= I am intended to buy , 7= I am surely
~ 37 ~
intended to buy) in order to express the purchase intention of the product
“Guiness”.
Table 36 : Purchase Intention – Pop
N Range Minimum Maximum Mean Std. Deviation
Never - Definetely 50 3 4 7 5,70 0,886
Definetely not intend
to buy - Definetely
intend to buy
50 4 3 7 5,40 0,948
Very low – High
purchase interest 50 4 3 7 5,20 0,969
Definetely not buy it
– Definetely buy it 50 3 3 6 5,22 0,764
Probably not buy it –
Probaly buy it 50 3 4 7 5,68 0,844
Valid N (listwise) 50
The average mean of the means after listening to pop song is 5,44.
Table 37 : Purchase Intention – Rock
N Range Minimum Maximum Mean Std. Deviation
Never - Definetely 50 4 3 7 5,32 ,978
Definetely not intend
to buy - Definetely
intend to buy
50 4 3 7 5,34 1,002
Very low – High
purchase interest 50 4 3 7 5,20 ,948
Definetely not buy it
– Definetely buy it 50 5 2 7 5,28 ,970
Probably not buy it –
Probaly buy it 50 4 3 7 5,26 ,899
Valid N (listwise) 50
The average mean of the means after listening to rock song is 5,28.
~ 38 ~
Table 38 : Purchase Intention – Jazz
N Range Minimum Maximum Mean Std. Deviation
Never - Definetely 50 5 1 6 3,76 1,709
Definetely not intend
to buy - Definetely
intend to buy
50 6 1 7 3,78 1,765
Very low – High
purchase interest 50 6 1 7 3,64 1,735
Definetely not buy it
– Definetely buy it 50 6 1 7 3,82 1,674
Probably not buy it –
Probaly buy it 50 6 1 7 3,96 1,818
Valid N (listwise) 50
The average mean of the means after listening to jazz song is 3,79.
Table 39 : Purchase Intention – Classic
N Range Minimum Maximum Mean Std. Deviation
Never - Definetely 50 4 3 7 5,02 ,795
Definetely not intend
to buy - Definetely
intend to buy
50 5 2 7 5,06 1,077
Very low – High
purchase interest 50 4 3 7 5,14 ,948
Definetely not buy it
– Definetely buy it 50 4 3 7 4,92 ,966
Probably not buy it –
Probaly buy it 50 3 3 6 5,10 ,863
Valid N (listwise) 50
The average mean of the means after listening to classic song is 5,05
The purpose of this question was to identify how the music in the
advertisement had an impact to the willingness for buying the beer
“Guinness”. Respondents after seeing modified advertising spot were
answered whether they purchased the product. In fact, we tried to calculate if
there is appeared difference in buying the product after the exposure to the
commercial shot. Music background jazz according to the lowest average 3,79
~ 39 ~
seemed as the least appropriate from all four variants of the music. Most of
respondents of the sample would hesitate with the purchase of the product.
According to the music background pop and the highest mean 5,44 showed
the highest willingness to buy the product.
Question 7: “Emotional Reactions towards the commercial”
« Circle one of the numbers 1 to 7 in order to express how the commercial
shot made you feel for the product “Guiness”»
Measurement Scale: Interval variable
Type of question: close question, mutually excluded contingencies
In this question the respondents asked to choose in a scale of 1 up to 7
(1=Not at all, 2=Very little, 3=A little, 4=Indifferent , 5=Much, 6= Very much,
7=Absolutely) in order to express the emotional reactions after the exposure
to the commercial shot.
Table 40 : Emotional Reaction towards the commercial – Pop
N Range Minimum Maximum Mean Std. Deviation
Cheerful 50 3 4 7 5,42 0,785
Pleased 50 4 3 7 5,28 0,948
Stimulated 50 4 3 7 5,52 0,931
Soothed 50 5 2 7 4,60 1,325
Insulted 50 3 1 4 2,30 0,995
Irritated 50 2 1 3 1,86 0,756
Repulsed 50 3 1 4 1,68 0,844
Valid N (listwise) 50
~ 40 ~
Table 41 : Emotional Reaction towards the commercial – Rock
N Range Minimum Maximum Mean Std. Deviation
Cheerful 50 5 2 7 5,26 1,322
Pleased 50 5 2 7 5,54 1,432
Stimulated 50 4 3 7 5,84 1,267
Soothed 50 5 2 7 5,52 1,282
Insulted 50 3 1 4 1,78 ,815
Irritated 50 5 1 6 1,98 1,270
Repulsed 50 5 1 6 1,68 1,077
Valid N (listwise) 50
Table 42: Emotional Reaction towards the commercial – Jazz
N Range Minimum Maximum Mean Std. Deviation
Cheerful 50 6 1 7 5,08 1,412
Pleased 50 6 1 7 4,66 1,334
Stimulated 50 6 1 7 4,48 1,787
Soothed 50 5 1 6 3,48 1,542
Insulted 50 6 1 7 1,76 1,349
Irritated 50 6 1 7 1,62 1,383
Repulsed 50 6 1 7 1,60 1,385
Valid N (listwise) 50
Table 43 : Emotional Reaction towards the commercial – Classic
N Range Minimum Maximum Mean Std. Deviation
Cheerful 50 5 2 7 5,18 ,896
Pleased 50 4 3 7 5,20 ,904
Stimulated 50 4 3 7 5,40 ,969
Soothed 50 3 4 7 5,38 ,753
Insulted 50 3 1 4 2,36 ,921
Irritated 50 2 1 3 1,60 ,700
Repulsed 50 3 1 4 1,34 ,688
Valid N (listwise) 50
In this question feelings of the respondents about the advertisement were
measured using seven adjective items. From the resulting values, music
background pop and jazz create most a feeling of cheerfulness in the
respondent’s mind . On the other hand, music background rock and classic
create most a feeling of stimulation. An overall conclusion of the question
~ 41 ~
would be a general positive stance for the advertisement by the whole
sample.
Question 8: “Emotional Reactions towards the commercial”
« Circle one of the numbers 1 to 7 in order to characterize the commercial
shot of the product “Guiness”»
Measurement Scale: Interval variable
Type of question: close question, mutually excluded contingencies
In this question the respondents were asked to rate between a to
diametrically opposed adjectives which characterize the commercial shot.
They chose in a scale starts from 1 which is a negative aspect of the brand up
to 7 which is the positive aspect of the brand. In the following tables we
present the results for each group. For a better analysis, is presented the
average mean of means for each music background.
Table 44 : Commercial Attitude – Pop
N Range Minimum Maximum Mean Std. Deviation
Unpleasant Pleasant 50 3 4 7 5,80 ,782
Unlikable Likeable 50 3 4 7 5,88 ,872
Boring Interesting 50 3 4 7 5,70 ,974
Tasteless Tasteful 50 4 3 7 5,74 ,944
Artless Artful 50 3 4 7 5,78 ,910
Bad Good pop 50 3 4 7 5,54 ,862
Valid N (listwise) 50
The average mean of means for music background pop is 5,74.
~ 42 ~
Table 45 : Commercial Attitude - Rock
N Range Minimum Maximum Mean Std. Deviation
Unpleasant Pleasant 50 4 3 7 5,92 1,158
Unlikable Likeable 50 5 2 7 5,94 1,185
Boring Interesting 50 6 1 7 5,52 1,165
Tasteless Tasteful 50 6 1 7 5,62 1,354
Artless Artful 50 4 3 7 5,72 1,070
Bad Good pop 50 6 1 7 5,78 1,200
Valid N (listwise) 50
The average mean of means for music background rock is 6,08.
Table 46 : Commercial Attitude – Jazz
N Range Minimum Maximum Mean Std. Deviation
Unpleasant Pleasant 50 6 1 7 5,38 1,510
Unlikable Likeable 50 6 1 7 5,36 1,522
Boring Interesting 50 6 1 7 5,40 1,884
Tasteless Tasteful 50 6 1 7 5,24 1,697
Artless Artful 50 6 1 7 5,46 1,656
Bad Good pop 50 6 1 7 5,36 1,663
Valid N (listwise) 50
The average mean of means for music background jazz is 5,36.
Table 47 : Commercial Attitude – Classic
N Range Minimum Maximum Mean Std. Deviation
Unpleasant Pleasant 50 3 4 7 5,68 ,587
Unlikable Likeable 50 3 4 7 5,48 ,646
Boring Interesting 50 4 3 7 5,76 ,894
Tasteless Tasteful 50 3 4 7 5,52 ,789
Artless Artful 50 3 4 7 5,50 ,647
Bad Good pop 50 3 4 7 5,52 ,677
Valid N (listwise) 50
The average mean of means for music background classic is 5,57.
~ 43 ~
This question, as a continuation of the question 7, presents the attitude of the
respondents for the commercial shot. The overall conclusion shows a positive
stance towards the advertisement. More specifically, the music background
rock appeared the highest average mean 6,08. Secondly, placed the music
background rock with average mean 5,74.Thirdly, rated the music background
classic with average 5,57. Last but not least the music background jazz with
mean 5,36.
Question 9: “Recalling symbol- slogan”
Measurement Scale: Nominal variable
Type of question: open question, mutually excluded contingencies
In this last question of the questionnaire, the respondents were asked to write
down both the symbol and the slogan which are appeared in the advertising
shot. The answer was structured in three options i) I don’t remember, ii)
correct answer , iii) wrong answer. The results are listed below based on
each music background.
~ 44 ~
Table 48 : Symbol – Pop
Frequency Percent Valid Percent Cumulative Percent
Valid I don't remember 11 22,0 22,0 22,0
Correct answer 38 76,0 76,0 98,0
Wrong answer 1 2,0 2,0 100,0
Total 50 100,0 100,0
~ 45 ~
Table 49 : Slogan – Pop
Frequency Percent Valid Percent Cumulative Percent
Valid I don't remember 25 50,0 50,0 50,0
Correct answer 23 46,0 46,0 96,0
Wrong answer 2 4,0 4,0 100,0
Total 50 100,0 100,0
The music background pop showed that the 76% of the respondents answered correct for the symbol, while the 50% the did not remember the slogan of the commercial.
~ 46 ~
Table 50 : Symbol – Rock
Frequency Percent Valid Percent Cumulative Percent
Valid I don't remember 6 12,0 12,0 12,0
Correct answer 43 86,0 86,0 98,0
Wrong answer 1 2,0 2,0 100,0
Total 50 100,0 100,0
~ 47 ~
Table 51 : Slogan – Rock
Frequency Percent Valid Percent Cumulative Percent
Valid I don't remember 19 38,0 38,0 38,0
Correct answer 29 58,0 58,0 96,0
Wrong answer 2 4,0 4,0 100,0
Total 50 100,0 100,0
The music background rock revealed that the 86% of the sample gave the
correct for the symbol, while the 58% discount gave the correct answer for the
slogan of the commercial.
~ 48 ~
Table 52 : Symbol – Jazz
Frequency Percent Valid Percent Cumulative Percent
Valid I don't remember 27 54,0 54,0 54,0
Correct answer 20 40,0 40,0 94,0
Wrong answer 3 6,0 6,0 100,0
Total 50 100,0 100,0
~ 49 ~
Table 53 : Slogan – Jazz
Frequency Percent Valid Percent Cumulative Percent
Valid I don't remember 33 66,0 66,0 66,0
Correct answer 9 18,0 18,0 84,0
Wrong answer 8 16,0 16,0 100,0
Total 50 100,0 100,0
The music background jazz showed that the sample answered for both
symbol and slogan “I don’t remember”. More specifically, 54% for the symbol
and 66% for the slogan.
~ 50 ~
Table 54 : Symbol – Classic
Frequency Percent Valid Percent Cumulative Percent
Valid I don't remember 15 30,0 30,0 30,0
Correct answer 35 70,0 70,0 100,0
Wrong answer 0 0,0 0,0 100,0
Total 50 100,0 100,0
~ 51 ~
Table 55 : Slogan – Classic
Frequency Percent Valid Percent Cumulative Percent
Valid I don't remember 37 74,0 74,0 74,0
Correct answer 13 26,0 26,0 100,0
Wrong answer 0 0,0 0,0 100,0
Total 50 100,0 100,0
Lastly, the music background classic showed that the 70% of the respondents
answered the correct answer for the symbol, while the 74% “I don’t
remember” the slogan of the commercial.
From the results we conclude that the music background rock made the
respondents more dedicated while watching the advertisement shot than any
other music piece.
~ 52 ~
4.1.3 Mean – Comparison between the common questions of
the two questionnaires
At a second level analysis it is worth to compare the means between the
common questions of the two questionnaires before and after the exposure to
the commercial shot. All the samples have called to answer to the same
questions before and after the exposure to the commercial with only
difference the music background. In the following summarized table are
shown the results of average mean for each common question before and
after the exposure of the four separated samples.
Brand Attitude Before – After the Exposure
Table 56 : Brand Attitude Before - After the exposure
Pop Rock Jazz Classic
Mean Before 3.992 3.620 4.612 3.764
Mean After 5.248 4.920 5.008 4.548
Difference 31,46% 35,91% 8,59% 20,83%
~ 53 ~
The first common question of the two parts of the questionnaire is the attitude
towards the beer “Guinness” . The scale as we have already mentioned is
1(negative opinion) up to 7 (positive opinion). “Guinness” is a popular
Irish beer that originated in the brewery of Arthur Guinness (1725–1803) at
St. Jame’s Gate, Dublin. It is one of the most successful beer brands
worldwide .It is known for it’s authentic black color and the burnt flavor that is
derived from the roasted barley. Particularly in Greece area “Guinness”
introduced by the early 1980’s, and as for it’s rare flavor not ranked in the first
beers preference. From the table above , we can easily conclude to a neutral
attitude, as it can be seen from the mean of samples ranges from 3.620
(rock sample) up to 4.612 (jazz sample) before the exposure. After the
exposure, it should be mentioned an improvement attitude towards the brand
in all samples, with the highest percentage difference in the rock sample
(35,91%). As for the purchase intention, the means before the exposure were
ranked between 3,116 (jazz sample) up to 4,492 (classic sample). The results
after the exposure are shown an increase in the willingness of the purchase
intention with minimum mean 3,792 (jazz sample) up to maximum mean 5,440
(pop sample). The highest percentage difference is appeared in the pop
sample this time.
~ 54 ~
Table 57 : Purchase Intention Before - After the exposure
Pop Rock Jazz Classic
Mean Before 3.968 4.128 3.116 4.492
Mean After 5.440 5.280 3.792 5.048
Difference 37,10% 27,91% 21,69% 12,38%
~ 55 ~
4.2 Normality test - Paired Samples t-test - Wilcoxon test
To continue our analysis, beyond the descriptive statistics which is a first level
analysis, it is worthwhile to proceed to a second level analysis and examine
the potential differences between the means of the common questions. The
most common design is a measureable variable before and after some
“treatment”. The data of our experiment include two variables before and after
the exposure to the commercial shot for four randomly selected groups
(consists of fifty respondents). In this level we want to determine whether
there is evidence that the different music on the same commercial shot works.
There are two methods we could utilize, but first we have to examine the
normality of our sample data.
4.2.1 Normality Test
The Kolmogorov – Smirnov test examines the equality of continuous. Actually,
it compares the shape of our sample distribution to the shape of a normal
curve. It was examined the normality of our sample data for the common
questions of our questionnaires. In the table below are briefly presented the
results of the normality test and therefore the test was examined.
In more detail, if the p-value (Sig.) of both questions before and after the
exposure to the commercial shot is greater than 0,05, we proceed to the
Paired sample T-test. On the other hand, if the p-value of one’s of the same
variable before and after the exposure is less than 0,05, we proceed to the
Wilcoxon test. The first column describes the variables we examine, the
second refers to the means of each question, the third one presents the p-
value results from the SPSS analysis and the last one the results of the
normality test and as a consequence the appropriate method which is
followed for the significance of the means.
~ 56 ~
Table 58 : Test of Normality
VARIABLES Kolmogorov – Smirnova
Mean Sig. Results
Po
p
Mean Brand Attitude before the exposure
Mean Brand Attitude after the exposure
3,99 ,004 since p>0,05 and the other
p<0,05 WILCOXON TEST 5,24 ,058
Mean Purchase Intention before the exposure
Mean Purchase Intention after the exposure
3,96 ,200 since both of them are
p>0,05 T TEST PAIRED
SAMPLES 5,44 ,190
Ro
ck
Mean Brand Attitude before the exposure
Mean Brand Attitude after the exposure
3,62 ,001 since p<0,05 and the other
p>0,05 WILCOXON TEST 4,92 ,114
Mean Purchase Intention before the exposure
Mean Purchase Intention after the exposure
4,12 ,027 since p<0,05 and the other
p>0,05 WILCOXON TEST 5,28 ,200
Jazz
Mean Brand Attitude before the exposure
Mean Brand Attitude after the exposure
4,61 ,018 since both of them are
p<0,05 WILCOXON TEST 5,00 ,003
Mean Purchase Intention before the exposure
Mean Purchase Intention after the exposure
3,11 ,017 since p<0,05 and the other
p<0,05 WILCOXON TEST 3,79 ,007
Cla
ssic
Mean Brand Attitude before the exposure
Mean Brand Attitude after the exposure
3,76 ,010 since p<0,05 and the other
p>0,05 WILCOXON TEST 4,54 ,200
Mean Purchase Intention before the exposure
Mean Purchase Intention after the exposure
4,49 ,019 since both of them are
p<0,05 WILCOXON TEST 5,04 ,041
~ 57 ~
4.2.2 Paired Samples T-Test
Paired samples T-test between the common questions of the two
questionnaires
The Paired sample T-test is a parametric method which requires a normal
distribution. In our experiment only one pair of variables follows a normal
distribution. In more detail, the mean purchase intention before and after the
exposure to the commercial shot with the pop music background. There is a
statistically significance because there is an appreciable difference between
the means before after the exposure to the commercial with the pop music
background. Particularly the respondents purchase intention is greater after
listening to the pop song. This could be certified from the reason that the pop
song fits and strengthens, better than any other genre of music, the message
of the commercial, Macclins and Park (1991). Consequently, is created a high
involvement between the product and the commercial.
Table 59 : Paired Sample T- test
VARIABLES Kolmogorov – Smirnova
Mean Correlation Sig. T-test Results
Po
p
Mean purchase intention
before the exposure
Mean purchase intention
after the exposure
3,96
,709 ,000
p<0,05 means a
statistically
significance after the
exposure to the
commercial shot 5,44
~ 58 ~
4.2.3 Wilcoxon Test
Wilcoxon test between the common questions of the two
questionnaires
The Wilcoxon test is the non-parametric test equivelant to the T-test.It is used
to compare two sets of scores that come from the same participants.The
purpose of matched samples is to evaluate whether the pairs of participants
differ significantly under the two conditions.
Assumptions :
Data are paired and the differences come from the same population
Each pair is chosen randomly and independent
The data are measured at least on an ordinal scale
The data did not be normally distributed, but the distribution of the
differences should be symmetric around the median
~ 59 ~
Table 60 : Wilcoxon Test
VARIABLES
Mean z Sig Results
Po
p
Mean Brand Attitude before the
exposure
Mean Brand Attitude after the exposure
3,99
-5,856b ,000
p<0,05 the difference at
their opinion is
statistically significant 5,24
Ro
ck
Mean Brand Attitude before the
exposure
Mean Brand Attitude after the exposure
3,62
-5,930b ,000
p<0,05 the difference at
their opinion is
statistically significant 4,92
Mean purchase intention before the
exposure
Mean purchase intention after the
exposure
4,12
-5,917b ,000
p<0,05 the difference at
their opinion is
statistically significant 5,28
Jazz
Mean Brand Attitude before the
exposure
Mean Brand Attitude after the exposure
4,61
-2,001b ,045
p<0,05 the difference at
their opinion is
statistically significant 5,00
Mean purchase intention before the
exposure
Mean purchase intention after the
exposure
3,11
-3,427b ,001
p<0,05 the difference at
their opinion is
statistically significant 3,79
Cla
ssic
Mean Brand Attitude before the
exposure
Mean Brand Attitude after the exposure
3,76
-5,725b ,000
p<0,05 the difference at
their opinion is
statistically significant 4,54
Mean purchase intention before the
exposure
Mean purchase intention after the
exposure
4,49
-5,112b ,000
p<0,05 the difference at
their opinion is
statistically significant 5,04
~ 60 ~
a. Based on positive ranks.
b. Based on negative ranks.
The table above presents the results we obtain of the Wilcoxon test analysis.
The first column shows the variables for each music background before and
after the exposure to the commercial shot. The second column refers to the
means before and after the exposure. The third column refers to positive and
negative ranks (a= negative ranks which are the answers that converted into
more negative after the exposure of the videos, b= positive ranks which are
the answers that converted into more positive after the exposure of the
videos). The fourth column show the results of the test statistic table, from
which we can discover whether the changes led overall to a statistically
significant difference in pair scores. We are looking to the Assymp Sig. (2 –
tailed) value, which is the p-value of the test. The last one shows us in brief
the results.
Statistically significant present the differences between the means before and
after the exposure to the commercial shot with all the music backgrounds.
Both brand attitude and purchase intention tend to increase after the exposure
to the commercial. In more detail, as for the brand attitude the largest
difference before and after the exposure appears to the sample which was
exposed to the commercial with the rock background music. Secondly, with a
slight difference comes the sample with the pop background. Thirdly comes
the sample with classic music and far from the rest comes the sample with
jazz music.
As for the purchase intention, the rock music comes first with the greater
difference before and after the exposure. Second comes the sample with the
classic music and as last one the jazz music.
In both questions dominates the rock music and could be easily explained
from the plenty of men in the composition of the whole sample also of their
young age. As regards to the content of the commercial shot (men playing
~ 61 ~
basketball) which is a male issue seems to fit better the rock music (Table –
Music Fit). Last but not least , the nature of the advertized product which the
majority of people have combined with a heavy music.
4.2.4 Spearman’s Rho Analysis
The Spearman’s rank correlation coefficient is a non parametric measure of
statistical dependence between two variables. Like the conventional
correlation coefficient, r, can have any value between -1 and +1. A value of 0
indicates no relationship ,and values of +1 or -1, indicate a one to one
relationship between the variables or “perfect correlation”. More specifically, in
our experiment, beyond the t-test analysis, we tried to correlate different
variables before and after the exposure to the commercial shot. The following
tables, provide us a summary of the degree to which two variables are related.
The variable music preference was chosen to be correlated with all the
variables after the exposure to the commercial shot.
Table 61 : Music Preference – Mean brand attitude after the exposure
Correlation Sig. (2-tailed) Results
Pop ,183 ,203
Weak, no significant
correlation
Rock ,248 ,082
Weak, no significant
correlation
Jazz ,062 ,670
Weak, no significant
correlation
Classic ,005 ,972
Weak, no significant
correlation
As for the music preference and the attitude about the beer “Guinness” after
the exposure to the commercial shot, the results show as that there is no
significant correlation as well as a weak relationship in all four samples.
~ 62 ~
Table 62 : Music Preference – Mean purchase intention after the exposure
Correlation Sig. (2-tailed) Results
Pop ,149 ,303
Weak, no significant
correlation Rock
,359 ,011 Weak, Significant correlation
at the 0.05 level
Jazz ,135 ,348
Weak, no significant
correlation
Classic -,015 ,917
Weak, no significant
correlation
Secondly, we measured the strength of association between the music
preference and the purchase intention of the respondents after the exposure
to the commercial shot. The results for the samples which were exposed to
pop, jazz and classic commercial shot showed a weak relationship and no
significant correlation. It is worthwhile to mention that in classic sample there
is a weak also a negative relationship. In contrast, the rock sample shows
significant correlation with the purchase intention, in a level 0.05. At the first
part of the questionnaire the sample have ranked the pop genre as first
preference (mean=4.78) and second with a slight difference the rock genre
(mean=4,22). In conclusion, the rock commercial shot shows statistically
significance concerning with the purchase intention of the sample.
Table 63 : Music Preference – Mean commercial attitude
Correlation Sig. (2-tailed) Results
Pop ,206 ,151
Weak, no significant
correlation
Rock ,704 ,000
Strong, significant correlation
at the 0.01 level
Jazz ,256 ,072
Weak, no significant
correlation
Classic ,201 ,162
Weak, no significant
correlation
The next correlation, is the music preference with the commercial attitude.
One more time, the sample exposed to rock commercial shot shows a
~ 63 ~
strong, positive, significant correlation at a level 0.05. The rest four samples
indicates a weak relationship with no significance correlation.
Table 64 : Music Preference – Mean general commercial
Correlation Sig. (2-tailed) Results
Pop ,239 ,095
Weak, no significant
correlation Rock
,569 ,000 Strong, Significant correlation
at the 0.01 level
Jazz ,189 ,190
Weak, no significant
correlation
Classic ,288 ,043
Weak, Significant correlation
at the 0.01 level
As for the general attitude for the advertisement, we identify the same results.
More specifically, the rock sample indicates significant correlation with a
relatively high relationship. Surprisingly, the sample exposed to the classic
commercial shot showed significant correlation at a 0.05 level, although the
classic genre comes last in the preference list (mean=2.38).
As a conclusion of the Spearman’s analysis, it is worthwhile to present the
following tables. As a remarkable result is the music preference of the pop
sample with the music fit. The pop sample ranked the pop music first in the list
and indicates a significance correlation with the music fit. This means that the
pop music enforces the central message of the commercial shot regarding
with the pop sample.
Table 65 : Music Preference – Music fit
Correlation Sig. (2-tailed) Results
Pop ,500 ,000
Significant correlation at the
0.01 level
Table 66 : Music Preference – Music Expectations
Correlation Sig. (2-tailed) Results
Pop ,517 ,000
Significant correlation at the
0.01 level
~ 64 ~
CHAPTER 5 – FINDINGS OF THE RESEARCH
This study examined the relationship of music and consumer’s moods,
attitudes and behaviors’. The main purpose of this empirical study was to
examine the influence of music in consumer generated advertising towards
consumers. More specifically, the results of the survey measured the follows :
The emotional reactions stimulated among the respondents
The attitude towards the brand , overall evaluation and purchase
intention
The attitude towards the advertisement.
The conclusions were reached by carrying out a survey of on a random
sample of 200 Greek respondents (aged from 18 up to 30) who were exposed
to a commercial shot of a famous brand name. A questionnaire separated
into Part A and part B was answered by the respondents who were also
divided into four random groups. Each group watched the same commercial
shot with different music background (pop, rock, jazz, classic). The music
genre was selected from the famous ranked music’s. Below we quote the
most important results for each music background.
Pop Music
The music fit of the pop song with the commercial shot is appeared as
the highest from all the other music genres , with mean=5,66. This is
for the young age of the sample which is more sensitive to popular
music (Hoolbrook and Schilndler, 1989).
The expectations for the product in consumer’s mind are higher while
listening to pop song (mean=5,68).
The time perception of the commercial shot while listening to pop music
is diminished (mean=1,88). This means that the time while watching
the commercial shot with music background elapse pleasantly and
quickly.
~ 65 ~
As for the attitude towards the brand the pop background appeared the
highest average in comparison with the other music genres.
The purchase intention of the respondents appeared as the highest
than the other music genres (mean=5,44). It is worthwhile to mention
that also has the greater increase after watching he commercial shot.
Last but not least as for the attitude towards the commercial the
adjective that characterized better the feeling of the respondents is he
cheerfulness and in a scale from 1 up to 7 the mean=5,74 appears a
likeable commercial shot.
Rock Music
The music fit of the rock song comes second after the pop music with
mean=4,88
In regard to the music expectations ranked in the third place with
mean=5,28
As for the perceived duration comes second, close to pop music, with
mean=2,50
The average mean as for attitude towards the brand after the exposure
to the commercial shot is 4,92, the third one compared to the other
music genres. The percentage increase before and after the exposure
to the commercial shot is 35,91%, which means the highest difference
in consumer’s attitude.
For the rock music the purchase willingness has an average mean
5,28, listed in the second place of the music types. The difference
before and after the exposure is 27,91%
Lastly, the commercial attitude for those who listened to rock music is a
feeling of a stimulation. The same time these people have the best
opinion about the commercial shot from all the respondents of the
experiment.
~ 66 ~
Jazz Music
It is worthwhile to mention that jazz music ranked last in the list of
music expectations in consumer’s mind (mean=4,66). Although jazz
music is a high quality music the viewers did not combine it with the
advertising shot.
As for the attitude towards the brand though the average mean is 5,00,
which is the second in the list of average means, the percentage
increase is by far the lowest than any other music genre (8,59%). This
means that the impact of the jazz music towards the brand was very
little.
The influence of jazz music in purchase decision was very low with
mean 3,79.But the percentage increase 21,69% is not the lowest of
the sample before and after the exposure.
The feeling which was dominated in the group of jazz music regard to
advertisement was cheerfulness (mean=5,08). As for the overall
attitude the average mean was 5,36.
Classic Music
An interesting point found in the research was the fact that consumer’s
expectations towards the brand while listening to classic music created
a sense of a high quality product (mean=5,44).
The attitude towards the brand after the exposure of the commercial
shot increased in a degree of 20,83% which ranked the jazz music in
the third place.
The purchase willingness noted the less improvement (12,38%)
though in comparison with the other types ranked thirdly with an
average mean 5,05.
~ 67 ~
CHAPTER 6 – CONCLUSIONS
The liberalization of the advertisement , enabled the businesses also those
with a low budget to escape from the typical advertisements and design
efficient advertisements. In general, the reader of this report either is an
advertiser or the manager of a business may take cognizance to create a
better attitude for a product.
It is very important that marketers should take seriously how influence the
music variables the psychology and the mood of the consumer. For this
reason they could :
Combine the emotional reactions which evoke from the music with the
message that the want to communicate (Vinovich,1975)
Enhance the positive attitude or change the negative aspect of the
consumer while watching the commercial shot (Parrot, 1982, Shatin
1970)
Encourage mood congruent conditions, which means while the
consumer is listening to music remember specific experiences which
are related with this mood.
As a result, the commercial would be more convincing and likable to
consumer and could easily accept the commercial message.
Generally, the music in relation with the literature review is capable to:
Attract the consumer’s interest (Berlyne, 1974)
Transfer the commercial message (Hung, 2000)
Influence the perceived duration (Kellaris and Kent, 1992)
Influence the consumer’s impression as for the quality of the product
(Baker et al., 1994)
Reset in mind images, experiences which have already stored
(Macinnis and Park, 1991)
~ 68 ~
Create consumer’s expectations (Lane, 1990)
This acknowledge could give a competitive advantage to the marketers.
The role of music is centralized to emotional world and could react to the
psychological consumer’s world.
~ 69 ~
CHAPTER 7 – RESTRICTIONS AND SUGGESTIONS FUTURE
RESEARCH
This research addressed the influence of music in advertising on the
perception of the brand. One of the most common results arising from
researches is the fact that, when music is familiar to the consumer, it brings
more positive responses in relation to purchase willingness, the time
perception, the attitude for the brand and the level of satisfaction while
watching an advertisement. The findings also emphasize the effect of music
on emotional reactions and memories evoked. This means that the
impressions of the brand could be manipulated by the choice of specific
music pieces. The use of music in general, and the type of music in particular
must be carefully chosen by the advertisers in order to enable desired
associations with the product. One could conclude that a connection between
a piece of music is quickly learned “mere exposure”. Products advertised with
a certain piece of music seem to be identified rather quickly. There is also
much research that needs to be done and with this experiment we provide the
motivation. With the use of several methods it is possible to conclude in a
more detailed experiment which will conclude and other executive data of
commercial.
The basic problem during the conduct of this report are the conflict
conclusions of the several researchers as for the influence of music in the
commercial attitude. This is due to the individual investigation of the music
ignoring the influence of the other basic elements of a commercial. The music
background is only a part of a plenty of important elements, and we could
conclude to a misleading conclusion. For this purpose, our proposal is to
investigate as much as possible creative elements of a commercial. To
conclude, the model will be enriched with more variables and will successfully
interpret the general influence of all elements of the commercial.
In addition, future researches could conduct in executives advertisers or to
the clients and measure the role of music in commercial in interested
members.
~ 70 ~
Last but not least, we suggest he cooperation between musicians and
researcher marketers, so as musicians could choose the music variables or
compose music themes for commercials and on the other hand the marketers
make experiments in order to explain the conclusions.
~ 71 ~
APPENDICES
Questionnaire
PART A’
1. Age
Your Age :
………
2. Gender
Man
Woman
3. Music Preference
Circle one of the numbers in a scale 1 up to 7 in order to express the degree
of preference of the following music genres.
Pop 1 2 3 4 5 6 7
Rock 1 2 3 4 5 6 7
Jazz 1 2 3 4 5 6 7
Classic 1 2 3 4 5 6 7
4. Music familiarity
I don’t like
it at all I like it very
much
~ 72 ~
Circle one of the numbers 1 to 7 in order to express the degree of familiarity
with the following musical genres. (1=I hear it first time, 2=I have heard it very
few times, 3= I have heard it few times , 4=I have heard it sometimes, 5= I
have often heard it, 6= I have heard it several times, 7= I have heard it many
times)
Pop 1 2 3 4 5 6 7
Rock 1 2 3 4 5 6 7
Jazz 1 2 3 4 5 6 7
Classic 1 2 3 4 5 6 7
5. Attitude towards the brand
Circle one of the numbers 1 to 7 in order to describe your feelings towards
the beer Guiness
Unappealing 1 2 3 4 5 6 7 Appealing
Bad 1 2 3 4 5 6 7 Good
Unpleasant 1 2 3 4 5 6 7 Pleasant
Unfavorable 1 2 3 4 5 6 7 Favorable
Unlikable 1 2 3 4 5 6 7 Likeable
6.Purchase intention
Circle one of the numbers 1 to 7 in order to express the frequency of
purchasing the beer Guiness
Never 1 2 3 4 5 6 7 Definitely
Definitely Definitely
not intend to 1 2 3 4 5 6 7 intend to
buy buy
I hear it first
time
I have heard
it many
times
~ 73 ~
Very low Very high
purchase 1 2 3 4 5 6 7 purchase
interest interest
Definitely 1 2 3 4 5 6 7 Definitely
not buying it buying it
Probably not 1 2 3 4 5 6 7 Probably
buying it buying it
PART B’
1. Music Familiarity
Circle one of the numbers 1 to 7 in order to express your familiarity with
the music piece (1=I hear it first time, 2=I have heard it very few times, 3= I
have heard it few times , 4=I have heard it sometimes, 5= I have often
heard it, 6= I have heard it several times, 7= I have heard it many
times).*Each group exposed to the advertisement with only one background
music piece, as follows :
Group 1
Pop : She Wolf -Falling to pieces (David Guetta)
ω
1 2 3 4 5 6 7
Group 2
Rock : Black Betty 1977 (Ram Jam)
ω
1 2 3 4 5 6 7
I hear it first time I have heard it
many times
I hear it first time I have heard it
many times
~ 74 ~
Group 3
Jazz : Mess Around (Ray Charles)
ω
1 2 3 4 5 6 7
Group 4
Classic : Four Seasons (Vivaldi)
ω
1 2 3 4 5 6 7
2. Music Fit
Circle one of the numbers 1 to 7 in order to express the degree the music
piece enforces the commercial message (1=Not at all, 2=Not a little, 3=Not
very much, 4=More or less, 5=A little, 6= Very much, 7=Absolutely)
1 2 3 4 5 6 7
3. Music Expectations
Circle one of the numbers 1 to 7 in order to express the degree the music
piece creates a sense of a high value/positive image – low value/negative
image of the product (1=Not at all, 2=Very low, 3=Low, 4=Neither low nor
high, 5=High, 6= Very high, 7=Absolutely)
Not at all Absolutely
I hear it first time I have heard it
many times
I hear it first time I have heard it
many times
~ 75 ~
1 2 3 4 5 6 7
4. Time Perception
Circle one of the numbers 1 to 7 in order to express the perceived duration of
the commercial shot (1= Negligible short duration, 2= Very short duration, 3=
Short duration, 4= Neither short nor long duration, 5= Somewhat long
duration, 6= Long duration, 7= Very long duration)
1 2 3 4 5 6 7
5. Attitude towards the Brand
Circle one of the numbers 1 to 7 in order to express the attitude towards the
beer Guiness after the exposure to the commercial shot
Unappealing 1 2 3 4 5 6 7 Appealing
Bad 1 2 3 4 5 6 7 Good
Unpleasant 1 2 3 4 5 6 7 Pleasant
Unfavorable 1 2 3 4 5 6 7 Favorable
Unlikable 1 2 3 4 5 6 7 Likeable
Not at all Absolutely
Negligible short
duration
Very long duration
~ 76 ~
6. Purchase Intention
Circle one of the numbers 1 to 7 in order to express the purchase inention
of the beer Guiness, after the exposure to the commercial shot.
Never 1 2 3 4 5 6 7 Definitely
Definitely Definitely
not intend to 1 2 3 4 5 6 7 intend to
buy buy
Very low Very high
purchase 1 2 3 4 5 6 7 purchase
interest interest
Definitely 1 2 3 4 5 6 7 Definitely
not buying it buying it
Probably not 1 2 3 4 5 6 7 Probably
buying it buying it
7. Attitude towards the Advertisement
Circle one of the numbers 1 to 7 in order to express how the commercial shot
made you feel for the product Guiness
Cheerful 1 2 3 4 5 6 7
Pleased 1 2 3 4 5 6 7
Stimulated 1 2 3 4 5 6 7
Soothed 1 2 3 4 5 6 7
Insulted 1 2 3 4 5 6 7
Irritated 1 2 3 4 5 6 7
Repulsed 1 2 3 4 5 6 7
~ 77 ~
8. Attitude toward the advertisement:
Circle one of the numbers 1 to 7 in order to express your attitude towards the
advertisement of the product Guiness
Pleasant 1 2 3 4 5 6 7 Unpleasant
Likeable 1 2 3 4 5 6 7 Unlikeable
Interesting 1 2 3 4 5 6 7 Boring
Tasteful 1 2 3 4 5 6 7 Tasteless
Artless 1 2 3 4 5 6 7 Artful
Bad 1 2 3 4 5 6 7 Good
9. Recalling Symbol-Slogan
Α)Which musical instrument is used as a symbol of the brand?
………………………………………….
I don’t remember
Β)Which is the slogan of the advertisement?
………………………………………….
I don’t remember
Thank you for your participation
~ 78 ~
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~ 79 ~
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