The influence of musical congruity in advertising on atitude and intent

De Villiers, Engela (2018-03)

Thesis (MBA)--Stellenbosch University, 2018.

Thesis

ENGLISH SUMMARY : The purpose of this study was to investigate the influence of musical congruity and musical congruity elements (tempo, timbre, and pitch) on consumers’ cognitive and affective attitude towards a brand, cognitive and affective attitude towards an advertisement, and the purchase intent of consumers. The study made use of both quantitative and qualitative research. Two focus groups and a thought-listing technique were used, as well as a 2x3 factorial, between-groups experimental design. Participants were exposed to a television advertisement containing either congruent or incongruent music (in terms of the tempo, timbre, and pitch of the music). The findings suggested that the congruity of the music used in the television advertisement stimuli had no influence on consumers’ cognitive and affective attitude towards the advertisement, the cognitive and affective attitude towards the brand, or the purchase intent of respondents. The findings thus suggested that the placement of music in an advertisement could affect the extent of music’s influence on consumers. Also, even though the music does not necessarily exert a strong enough influence to consciously affect consumer behaviour, the music still is an important aspect of a television advertisement, as it contributes to the artistic value of the advertisement. The results of this study offer managers insight into the influence of music in a television advertisement in South Africa. The music used in an advertisement could influence the mood of the consumers, and thus add value to the advertisement. The relationship between the voice in the advertisement (if any) and the music in the advertisement also needs to be considered when creating an advertisement for television. The study has value in that it not only adds to the literature, but also contributes to a better understanding of the South African market. The research also increases the knowledge of the influence of music in television advertisements.

AFRIKAANSE OPSOMMING : Die doel van die studie was om die invloed van musikale kongruensie en die musikale kongruensie elemente (tempo, timbre, en toonhoogte) op verbruikers se kognitiewe en affektiewe houding teenoor ‘n handelsmerk, kognitiewe en affektiewe houding teenoor ‘n advertensie, en hulle besluit om aankope te maak, te ondersoek. Die studie het gebruik gemaak van beide kwantitatiewe en kwalitatiewe navorsing. Twee fokusgroepe en ‘n gedagte notering tegniek is gebruik, sowel as ‘n 2x3 faktoriale, tussen-groepe eksperimentele ontwerp. Deelnemers is blootgestel aan ‘n televisie advertensie wat óf kongruente, óf inkongruente musiek (in terme van die tempo, timbre, en toonhoogte van die musiek) bevat. Die resultate het bevind dat die kongruïteit van die musiek wat gebruik is in die televisie advertensie stimuli geen invloed gehad het op verbruikers se kognitiewe en affektiewe houding teenoor die advertensie, die kognitiewe en affektiewe houding teenoor die handelsmerk, of hulle besluit om aankope te maak nie. Die resultate het gelei tot die gevolgtrekking dat die plek waar musiek in ‘n advertensie geplaas word, die omvang van die invloed van die musiek op verbruikers kan beïnvloed. Dus, selfs al het die musiek nie noodwendig die vermoë om ‘n groot genoeg invloed uit te oefen omdie verbruiker se gedrag te beïnvloed nie, is die musiek steeds ‘n belangrike aspek van ‘n televisie advertensie, omdat dit ‘n bydrae lewe tot die artistiese waarde van die advertensie. Die resultate van die studie verskaf aan bestuurders insig in terme van die invloed van musiek in ‘n televisie advertensie in Suid-Afrika. Die musiek wat gebruik word in ‘n advertensie kan die bui van die verbruikers beïnvloed, en dra dus by tot die waarde van die advertensie. Die verhouding tussen die stem in die advertensie (indien daar een is), en die musiek in die advertensie moet ook in ag geneem word wanneer ‘n advertensie gemaak word vir die televisie. Die studie het dus waarde daarin dat dit nie net bydra tot die literatuur nie, maar ook tot ‘n beter verstaan van die Suid-Afrikaanse mark. Die navorsing dra ook by tot die vermeerdering van die kennis van die invloed van musiek in televisie advertensies.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/103579
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