Effect of background music and hierarchy-of-effects in watching women's running shoes advertisements

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
Jun-Phil Uhm, Hyun-Woo Lee, Jin-wook Han, Dong-Kyu Kim
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引用次数: 5

Abstract

PurposeThe purpose of this study is to examine the effect of background music on consumer's psychological and physiological responses when watching sports advertisements. We investigated how consumers' exposure to background music affects emotional arousal, attention, brand attitude and purchase intentions; and further tested consumers' information processing by using the same measures. Effects of music on viewer responses were hypothesized using arousal theory while the information processing was hypothesized using hierarchy-of-effects model.Design/methodology/approachWe employed a between-subjects experimental design with random assignment. Fifty-four participants were recruited with 27 in an experimental group and 27 in a control group. Quantitative electroencephalogram (qEEG) and self-report measures were used to assess information processing. A multivariate analysis of covariance was conducted to compare the mean differences of variables between the groups. Partial least squares algorithm and bootstrapping were performed to further explore the relationships among the measures.FindingsMean differences indicated that the background music exposed group's emotional arousal, attention, brand attitude and purchase intention were significantly higher than those of the non-exposure group. Path analysis showed that the level of arousal induced by watching sports advertisements affected attention, attention affected brand attitude and brand attitude affected purchase intention. Indirect paths from arousal to brand attitude and attention to purchase intention were significant.Originality/valueThis study provides practical implications for sports marketers regarding methods to increase the effectiveness of sport advertisement. Results might contribute theoretically to the sports advertisement field by demonstrating the relationship between physiological and marketing-effect factors. Our method of measuring physiological response using qEEG is also expected to influence physiological measurement in sports marketing.
背景音乐与层次效应对观看女式跑鞋广告的影响
目的本研究旨在探讨背景音乐对消费者观看体育广告时心理和生理反应的影响。我们研究了背景音乐对消费者情绪唤起、注意力、品牌态度和购买意愿的影响;并采用同样的方法进一步测试消费者的信息处理能力。用唤醒理论和效应层次模型分别假设音乐对观众反应的影响和信息加工的影响。设计/方法/方法我们采用随机分配的受试者间实验设计。共招募了54名参与者,实验组27人,对照组27人。定量脑电图(qEEG)和自我报告测量评估信息处理。采用多变量协方差分析比较两组间变量的平均差异。采用偏最小二乘算法和自举法进一步探索测度之间的关系。结果表明,背景音乐暴露组的情绪唤醒、注意力、品牌态度和购买意愿显著高于非背景音乐暴露组。通径分析表明,观看体育广告引起的觉醒水平影响注意,注意影响品牌态度,品牌态度影响购买意愿。从唤醒到品牌态度和注意到购买意愿的间接路径显著。原创性/价值本研究为体育营销人员提供了提高体育广告有效性的实践启示。研究结果揭示了生理因素与营销效应因素之间的关系,为体育广告领域的研究提供了理论依据。我们使用qEEG测量生理反应的方法也有望影响体育营销中的生理测量。
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来源期刊
International Journal of Sports Marketing & Sponsorship
International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.70
自引率
13.60%
发文量
26
期刊介绍: The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).
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