Jose M. Ausín , Enrique Bigne , Javier Marín , Jaime Guixeres , Mariano Alcañiz
{"title":"电视广告背景音乐与内容的一致性:一项神经生理学研究","authors":"Jose M. Ausín , Enrique Bigne , Javier Marín , Jaime Guixeres , Mariano Alcañiz","doi":"10.1016/j.iedeen.2021.100154","DOIUrl":null,"url":null,"abstract":"<div><p>Music affects viewers’ responses to advertisements. In this study we present the findings of an experiment that investigates the emotional and cognitive reactions of subjects’ brains during exposure to television advertisements with music congruent, and incongruent, with the advertisement content. We analyze the electroencephalography signals and eye-tracking behaviors of a group of 90 women watching six TV advertisements. The study's findings suggested that incongruent music generates higher levels of attention and advertisement recall. On the other hand, frontal asymmetry measured through electroencephalography was shown to be higher with congruent music. Similarly, cognitive workload was higher when the music was incongruent with the advertisement content. No significant differences were found in terms of advertisement likeability based on incongruent versus congruent music. The results demonstrated the validity of neurophysiological techniques for assessing the effects of levels of music congruence in advertisements.</p></div>","PeriodicalId":45796,"journal":{"name":"European Research on Management and Business Economics","volume":null,"pages":null},"PeriodicalIF":7.1000,"publicationDate":"2021-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1016/j.iedeen.2021.100154","citationCount":"5","resultStr":"{\"title\":\"The background music-content congruence of TV advertisements: A neurophysiological study\",\"authors\":\"Jose M. Ausín , Enrique Bigne , Javier Marín , Jaime Guixeres , Mariano Alcañiz\",\"doi\":\"10.1016/j.iedeen.2021.100154\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>Music affects viewers’ responses to advertisements. In this study we present the findings of an experiment that investigates the emotional and cognitive reactions of subjects’ brains during exposure to television advertisements with music congruent, and incongruent, with the advertisement content. We analyze the electroencephalography signals and eye-tracking behaviors of a group of 90 women watching six TV advertisements. The study's findings suggested that incongruent music generates higher levels of attention and advertisement recall. On the other hand, frontal asymmetry measured through electroencephalography was shown to be higher with congruent music. Similarly, cognitive workload was higher when the music was incongruent with the advertisement content. No significant differences were found in terms of advertisement likeability based on incongruent versus congruent music. The results demonstrated the validity of neurophysiological techniques for assessing the effects of levels of music congruence in advertisements.</p></div>\",\"PeriodicalId\":45796,\"journal\":{\"name\":\"European Research on Management and Business Economics\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":7.1000,\"publicationDate\":\"2021-05-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://sci-hub-pdf.com/10.1016/j.iedeen.2021.100154\",\"citationCount\":\"5\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"European Research on Management and Business Economics\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S2444883421000139\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"European Research on Management and Business Economics","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S2444883421000139","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
The background music-content congruence of TV advertisements: A neurophysiological study
Music affects viewers’ responses to advertisements. In this study we present the findings of an experiment that investigates the emotional and cognitive reactions of subjects’ brains during exposure to television advertisements with music congruent, and incongruent, with the advertisement content. We analyze the electroencephalography signals and eye-tracking behaviors of a group of 90 women watching six TV advertisements. The study's findings suggested that incongruent music generates higher levels of attention and advertisement recall. On the other hand, frontal asymmetry measured through electroencephalography was shown to be higher with congruent music. Similarly, cognitive workload was higher when the music was incongruent with the advertisement content. No significant differences were found in terms of advertisement likeability based on incongruent versus congruent music. The results demonstrated the validity of neurophysiological techniques for assessing the effects of levels of music congruence in advertisements.
期刊介绍:
European Research on Management and Business Economics (ERMBE) was born in 1995 as Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE). The journal is published by the European Academy of Management and Business Economics (AEDEM) under this new title since 2016, it was indexed in SCOPUS in 2012 and in Thomson Reuters Emerging Sources Citation Index in 2015. From the beginning, the aim of the Journal is to foster academic research by publishing original research articles that meet the highest analytical standards, and provide new insights that contribute and spread the business management knowledge