지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2015.1
- 수록면
- 1 - 18 (18page)
- DOI
- 10.15830/amj.2015.16.4.1
이용수
초록· 키워드
오류제보하기
Assuming that not all background music in advertising function as effective retrieval cues for the advertised messages, this study proposes that we should be able to distinguish the retrieval cue effect of music from the simple ad exposure effect. This study tries to identify which specific characteristics of music are related to the retrieval cue effect. Our experiment focuses on congruency and familiarity of music as key characteristics of music which affect the effectiveness of the music’s role as a retrieval cue for the advertised messages.
We used four groups of subjects to test the retrieval cue effect of the background music. Each group was exposed to one of the four different types of background music and was again sub-divided into an experimental and a control group (i.e., a total of eight independent sub-groups were included in the experiment.) The first two sub-groups were exposed to the experimental advertisement with the background music of high congruency and high familiarity. After the ad exposure, the background music was provided as a retrieval cue to only one of the two sub-groups. Comparison of the memory performance between the two sub-groups will reveal the net retrieval cue effect of the music of high congruency and high familiarity. Similarly, another two sub-groups watched the same ad but with the background music of high congruency and low familiarity. Also the same ad but with the music of low congruency/ high familiarity was shown to another two sub-groups and that of low congruency and low familiarity music was to another two. Among the two sub-groups with the same music, only one group had the music cue at the memory tasks. One hundred and seventy four undergraduate students at the college of one of authors in Asia participated in the study. Their ages ranged from 18 to 24 with a median of 20. The sample was composed of 51.7 percent male subjects. They were randomly assigned to each of the eight sub-group.
The results show that the music highly congruent with the advertised message facilitates the message retrieval, while the low congruency music cue does not. It was also found that the low familiarity music cue improves memory performance only when the music is perceived as congruent with the advertised message.
From a theoretical and practical perspective, this study provides boundary conditions for effective retrieval and suggests that the congruent music specifically created for the ad is a more effective retrieval cue than other types of music cues.
We used four groups of subjects to test the retrieval cue effect of the background music. Each group was exposed to one of the four different types of background music and was again sub-divided into an experimental and a control group (i.e., a total of eight independent sub-groups were included in the experiment.) The first two sub-groups were exposed to the experimental advertisement with the background music of high congruency and high familiarity. After the ad exposure, the background music was provided as a retrieval cue to only one of the two sub-groups. Comparison of the memory performance between the two sub-groups will reveal the net retrieval cue effect of the music of high congruency and high familiarity. Similarly, another two sub-groups watched the same ad but with the background music of high congruency and low familiarity. Also the same ad but with the music of low congruency/ high familiarity was shown to another two sub-groups and that of low congruency and low familiarity music was to another two. Among the two sub-groups with the same music, only one group had the music cue at the memory tasks. One hundred and seventy four undergraduate students at the college of one of authors in Asia participated in the study. Their ages ranged from 18 to 24 with a median of 20. The sample was composed of 51.7 percent male subjects. They were randomly assigned to each of the eight sub-group.
The results show that the music highly congruent with the advertised message facilitates the message retrieval, while the low congruency music cue does not. It was also found that the low familiarity music cue improves memory performance only when the music is perceived as congruent with the advertised message.
From a theoretical and practical perspective, this study provides boundary conditions for effective retrieval and suggests that the congruent music specifically created for the ad is a more effective retrieval cue than other types of music cues.
목차
Ⅰ. Introduction
Ⅱ. Literature Review
Ⅲ. Hypotheses
Ⅳ. Method
Ⅴ. Results
Ⅵ. Discussion
References
참고문헌 (41)
참고문헌 신청
1. [학술지(정기간행물)] - Allen, Chris. / 1985 / A Closer Look at Classical Conditioning / Journal of Consumer Research 12 : 301 ~ 315
2. [학술지(정기간행물)] - Allan, D. / 2006 / Effects of popular music in advertising on attention and memory / Journal of Advertising Research 46 : 434 ~ 444
3. [학술지(정기간행물)] - Anand, P. / 1990 / Ease of Message Processing as a Moderator of Repetition Effects in Advertising / Journal of Marketing Research 27 : 345 ~ 353
4. [학술지(정기간행물)] - Baker, J. / 2002 / The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions / Journal of Marketing 66 : 120 ~ 141
5. [단행본] - Batra, R. / 1983 / Information Processing Research in Advertising / Erlbaum : 127 ~ 151
2. [학술지(정기간행물)] - Allan, D. / 2006 / Effects of popular music in advertising on attention and memory / Journal of Advertising Research 46 : 434 ~ 444
3. [학술지(정기간행물)] - Anand, P. / 1990 / Ease of Message Processing as a Moderator of Repetition Effects in Advertising / Journal of Marketing Research 27 : 345 ~ 353
4. [학술지(정기간행물)] - Baker, J. / 2002 / The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions / Journal of Marketing 66 : 120 ~ 141
5. [단행본] - Batra, R. / 1983 / Information Processing Research in Advertising / Erlbaum : 127 ~ 151
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UCI(KEPA) : I410-ECN-0101-2016-325-001083004