1、标题： BACKGROUND MUSIC AS AN INFLUENCE IN CONSUMER MOOD AND ADVERTISING RESPONSES ABSTRACT Consumers moods and emotional responses to advertisements have received increased attention from consumer researchers. A major component influencing audience responses is background music accompanying commercial
2、s. This paper reviews key research on the role of musics structural elements in influencing audience responses, from a music theory perspective, and highlights major findings relevant to emotional responses to music. A study is presented that suggests audience moods and purchase intentions may be af
3、fected by background music, without necessarily affecting intervening cognitions. Directions for future research and generalization are discussed. INTRODUCTION This paper examines the relationship of music and consumers moods, attitudes, and behaviors. A seminal paper in the Journal of Marketing by
4、Gorn (1982) studied musics influence from a classical conditioning perspective and sparked renewed interest in music and other background elements of commercials and stores. The present paper will discuss, integrate, and build upon the work of Gorn and others who have provided theoretical and empiri
5、cal insight into the ways in which music may influence consumer responses. The purposes of this paper are to: 1) review major conceptual bases relevant to discussing music and other non-verbal influences on mood, as well as theory regarding the roles of informational and cognitive vs. non-cognitive
6、means of influencing buyer behavior； 2) expand upon existing research to investigate whether background music can influence moods and common measures of advertising effectiveness； 3) begin to derive principles for predicting these effects, given analysis of the musical content of an ad； 4) provide s
7、ome suggestions for the construction of effective musical influences on emotions and product orientations； and 5) indicate directions for future investigations of musical content of advertising and testing of its influence. THEORETICAL BASE AND LITERATURE REVIEW In a recent paper (Gardner 1985), moo
8、d was defined as a fleeting, temporary feeling state, usually not intense, and not tied to a specifiable behavior. Moods can be positive or negative, such as cheeriness, peacefulness, or guilt and depression. According to Clark and Isen (1982), feeling states are general, pervasive, and occur freque
9、ntly, and do not usually interrupt on-going behavior. Feeling states or moods are distinguished from emotions, which are usually more intense, obvious, and are said to involve a cognitive component. A number of studies have shown that mood has an impact on attitudes and behavior. One useful framewor
10、k for integrating affect and emotional communication influences is that of central and peripheral information processing. Central and Peripheral Processing Petty, Cacioppo, and Schumanns review of research in psychology and consumer psychology (1983) concludes that neither central nor peripheral inf
11、ormation processing alone can explain the diversity of attitude change results observed. The critical feature of the central route views attitude change as resulting from diligent consideration of information a person views as central to the merits of an issue Of product. Research following this rou
12、te focuses on the familiar topics of cognitive consistency, cognitive algebra, perception, learning, retention, and a series of related issues. Petty, et al. have presented research and arguments supporting the relevance of central route processing of information under conditions of high involvement
13、. They contrast this approach with a more peripheral route, in which attitude change is due to the presence of simple positive or negative cues, or simple decision rules, and attitudes are less affected by issue-relevant arguments. In both routes, information or stimuli may be conveyed visually, ver
14、bally, or in source/message characteristics. What distinguishes the route seems to be the amount of conscious information processing, weighing of evidence, and the like. It is believed that peripheral processing is likely under conditions of low cognitive involvement, as the lower motivation to proc
15、ess information via the central route may evoke simpler heuristics and cues to attitude formation (Petty et al. 1983). Affect and Behavior Conditioning Via Peripheral Processing A stream of conditioning research in which direct transfer of affect (or liking) results from message execution tactics su
16、ch as music, humor, visual imagery, color, and sex has been shown to influence consumers feeling states (e.g. Gorn 1982； Watson and Rayner 1920). This research suggests that pairing a conditioned stimulus (a brand) with an unconditioned stimulus (e.g., music, humor) produces emotional responses whic
17、h may then be associated with the brand. Here, attitude change is alleged to have occurred due to the presence of simple positive or negative cues, without the necessity of intervening cognitive reactions. In fact, many have argued for and/or demonstrated behavioral change due to conditioning stimul
18、i, even without attitude or preference change (Kroeber-Riel 1984,； Allen and Madden 1985； Staats and Staats 1957； Zajonc 1968； Zajonc, Markus, and Wilson 1974). This may be especially relevant to non-informational, low involvement ads, where there is minimal motivation for cognitive processing, and
19、the goal is to leave consumers with a favorable (but not necessarily conscious) feeling toward the product. When a product does not possess objective advantages, and is a simple product with few attributes, persuasion may be more successful by using background features such as visual imagery or musi
20、c (Batra and Ray 1983). In addition, visual and other non-verbal aspects of an ad fit in well under low involvement conditions because they are effective in generating feelings, and because they are more easily and quickly processed than verbal stimuli (Zajonc 1980； Paivio 1971). On the other hand,
21、there is diversity of opinion whether feelings automatically transfer between stimuli (affective conditioning), or if affective states can influence attention and perception by affecting audiences moods and prompt cognitive activity. At this point no definite conclusions can be made whether or not c
22、ognitions are included in original affective reactions, although the assertion that cognitive participation is not necessary for the occurrence of affect has been made (Zajonc 1980； Zajonc and Markus 1982； and Kroeber-Riel 1984) and countered by others (Lazarus, 1982, 1984； Tsal 1985). Where feelings are concerned, there can be arguments
