Bhattacharya, Joydeep; Zioga, Ioanna and Lewis, Richard. 2017. Novel or Consistent Music? - An Electrophysiological Study Investigating Music Use in Advertising. Journal of Neuroscience, Psychology, and Economics, 10(4), pp. 137-152. ISSN 1937-321X [Article]

Preview

Text NPE-Bhattacharya.pdf - Accepted Version Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (1MB) | Preview

Abstract or Description

Music has become an integral part of advertising. But which is the best approach to music use: strategic (the same piece of music used consistently across consecutive advertising campaigns) or tactical (consecutive advertising campaigns employing different pieces of background music)? The present study monitored electrical brain responses of participants, while they were presented with existing TV and radio adverts with strategic, tactical or no music. Adverts with strategic music were liked more, found more familiar, and more impactful for radio than TV adverts. The neural correlates of music usage were characterized by the beta and gamma band oscillations especially in the frontal regions, reflecting an enhanced preferential engagement. Further, adverts with strategic music were associated with a larger frontal asymmetry, suggesting for a potentially positive affective response. Furthermore, we observed an increased and sustained neural impact of strategic vs. tactical music use in radio adverts. Together these findings offer novel indications for an optimum use of background music to promote advert effectiveness.

Item Type:	Article
Keywords:	EEG, advertising, music, strategic, tactical, brain oscillations
Departments, Centres and Research Units:	Psychology
Dates:	Date Event 5 November 2017 Accepted December 2017 Published
Item ID:	22122
Date Deposited:	10 Nov 2017 15:16
Last Modified:	09 May 2022 15:23
Peer Reviewed:	Yes, this version has been peer-reviewed.
URI:	https://research.gold.ac.uk/id/eprint/22122

View statistics for this item...

Edit Record (login required)