Science University Research Symposium (SURS)

Psychology: Consumer Experience via the Presence of Music in Advertising

Publication Date

Fall 2024

College

Sciences and Mathematics, College of

Department

Psychological Science, Department of

SURS Faculty Advisor

Adam Smiley

Presentation Type

Oral Presentation

Abstract

Music is consumed almost everywhere, whether in the car on a commute, in the grocery store, or accompanying an advertisement. However, an understanding of the implications of such constant, almost undetectable consumption of music is meager in depth; thus, the present study seeks to explore this impact. This research aims to evaluate whether the presence and type of music will influence participants' memory of an advertised product, alter consumer emotional state, and affect purchase likelihood in a college-aged cohort at Belmont University. Participants were randomly assigned to what type of music they would be exposed to during the experiment, in which an advertisement with one of three music conditions was played: positive valence, negative valence, or no music. Following the advertisements, participants completed a survey containing Likert scales and recall questions. We hypothesized that positive valence music will lead to higher product recall and purchase likelihood, and negative valence will lead to a stronger emotional reaction to the product than other conditions. Implications of this research will lead to more informed marketing choices for targeted ad campaigns and help the average consumer become more aware of marketers' often-overlooked strategies.

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