Modern Music’s Effect on Online Advertisement Interest

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Modern Music’s Effect on Online Advertisement Interest
Various product development and advertising companies work long hours, expend mental energy, and devote millions of dollars expanding strategies to evaluate and sway consumer behavior (Martin and Morich, 2011). Consumer behaviors are described as manners exhibited while purchasing, using, or evaluating products expected to satisfy needs (Martin and Morich, 2011). Advertising is defined as paid information relay about products, by identified sponsors, through media in an effort to persuade or influence behavior (Allan, 2006). Additionally various companies exploit subliminal approaches which can lead to further costs than gains. Subliminal persuasion, an adaptation of Smith and Rogers’ (1994) definition, is the use of undetected stimuli in media outlets urging action by the unaware viewer. Consumers could potentially realize companies are hiding stimulus potentially able to alter their decision making processes without consent, and this discovery can lead to negative publicity about the company (Smith and Rogers, 1994).
Music in advertising is less risky and supraliminal than subliminal messages. Supraliminal stimuli is the situation where conditions are consciously recognizable (Hansen and Wänke, 2009). Music can also enact unconscious familiarity and automatic behavior within consumers because of emotional factors. Unconscious familiarity occurs as passive consequence of stimuli, not necessarily joined with awareness, requiring little processing ability and may cause liking for stimuli more than conscious recognition (Hansen and Wänke, 2009). Automatic behavior is labeled by four components including scarce awareness, initiated by chance, efficient and effortless, ...

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...vertising Research, 46, 434-444. doi:10.2501/S0021849906060491. Retrieved March 5, 2014, from http://eds.b.ebscohost.com.proxy.kennesaw.edu
Thomas, F. T. (1968). Consumer buying intentions and purchase probability, An experiment in survey design. Revue économique, 19, 694-696. Retrieved March 11, 2014, from http://eds.a.ebscohost.com.proxy.kennesaw.edu
Brennan, M., & Esslemont, D. (1994). The accuracy of the Juster Scale for predicting purchase rates of branded, fast-moving consumer. Marketing Bulletin, 5, 47. Retrieved March 8, 2014, from http://eds.a.ebscohost.com.proxy.kennesaw.edu
Greenwald, G. A., McGhee, E. D., & Schwartz, L.K. J. (1998). Measuring individual differences in implicit cognition: an implicit association test. Journal of Personality and Social Psychology, 74, 1464. Retrieved March 6, 2014, from http://eds.a.ebscohost.com.proxy.kennesaw.edu

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