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ETD Abstract Container

Abstract Header

Singing your way into the Consumer's Mind: Music's Impact on Implicit and Explicit Attitudes

Johnson, Caroline
http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1308275844

Abstract Details

2011, Bachelor of Business Administration (BBA), Ohio University, Business Administration.
Music in advertising is a relatively new area of study with limited academic literature. The following studies examine music’s effect on viewers’ implicit, or subconscious, and explicit, or conscious, attitudes toward a brand. In her first study, the researcher showed participants three freecreditreport.com commercials with or without the jingle playing. She then administered the Implicit Association Test (IAT) to measure participants’ attitudes towards freecreditreport.com below their level of consciousness. After completing the IAT, participants also took a self-report explicit measure. Results showed that while individuals self-reported disliking freecreditreport.com more when they heard the jingle playing, the implicit results demonstrated that subconsciously participants had higher brand attitudes when they heard the jingles. At the same time of the conclusion of the first study, freecreditreport.com changed its name, got a new band, and created a new jingle. This presented an excellent opportunity for a second study. The methodology in the follow-up study was the same as the original, but instead of showing the freecreditreport.com commercials, the new freecreditscore.com commercials were presented. Results were the exact opposite from the first study. While participants said they liked the brand much more when they watched the commercials with the new jingles, subconsciously participants held much lower attitudes when the jingle played. The studies and their implications are discussed in the following thesis.
Carson B Wagner (Advisor)
57 p.
Business Administration; Communication; Experiments; Marketing; Music; Psychology
Music; Implicit; Explicit; Attitudes; Account Planning; Routes of Persuasion; freecreditreport.com; freecreditscore.com

Recommended Citations

Citations

  • Johnson, C. (2011). Singing your way into the Consumer's Mind: Music's Impact on Implicit and Explicit Attitudes [Undergraduate thesis, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1308275844

    APA Style (7th edition)

  • Johnson, Caroline. Singing your way into the Consumer's Mind: Music's Impact on Implicit and Explicit Attitudes. 2011. Ohio University, Undergraduate thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1308275844.

    MLA Style (8th edition)

  • Johnson, Caroline. "Singing your way into the Consumer's Mind: Music's Impact on Implicit and Explicit Attitudes." Undergraduate thesis, Ohio University, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1308275844

    Chicago Manual of Style (17th edition)

ouhonors1308275844
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© 2011, all rights reserved.
This open access ETD is published by Ohio University Honors Tutorial College and OhioLINK.