背景音乐作为一种影响在消费者情绪和广告反响中[外文翻译].docVIP

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 commercials. 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 affected 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 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 empirical 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 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 some 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 te