The influence of musical congruity in advertising on atitude and intent

[摘要] 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.

[发布机构] Stellenbosch University