music in advertising - a classical conditioning approach
TRANSCRIPT
Music in AdvertisingA Classical Conditioning Approach
Hongsheng Zhang 25370197
MKF9110 Theory and Process of Buyer Behaviour 7:30 Tutorial
“ A stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. ”�
ClassicalConditioning
Unconditioned StimulusMeat Paste
Conditioned StimulusBell
Unconditioned ResponseSalivation
Conditioned ResponseSalivation
Conditioned StimulusBell
Shiffman, L, O'Cass, A, Paladino, A, D'Alessandra, S, & Bednall, D. (2010). Consumer Behaviour (5th ed.). Australia: Pearson Australia.
http://youtu.be/bFpAlt9X_Zw
5 Sec JingleIn Outdoor Area - Beach, School Playground....
In Regular Intervals
Unconditioned Stimulus
Conditioned Stimulus
Concern of your health
Jingle
Unconditioned Response
Conditioned StimulusJingle
Conditioned Response
Wear Sun Protection
Music & CC can affect people’s behavior.We Know
Can music affect people’s PRODUCT CHOICE by using CC?
But
Professor Gerald J. Gorn
Experiment244 Students McGill University, Canada
Listen to music while watching slide about pens
Take either A light blue or beige pen as gift
Liked Music Disliked Music
“Help Ad Agency select music for Pen Company”
Evaluated the music on scale of Dislike Very Much (1) ~ Like Very Much (5)
Gorn, Gerald J. (1982). The Effects of Music In Advertising On Choice Behavior: A Classical Conditioning Approach. Journal of Marketing, 46(1), 94-101.
LikedDisliked
Light BlueBeige
Liked Music Disliked Music
Choose Colour of the pen
Show on the Slide79% in the group thatListen to Liked Music
Choose Colour of the pen
Show on the Slide30% in the group thatListen to Disliked Music
Gorn, Gerald J. (1982). The Effects of Music In Advertising On Choice Behavior: A Classical Conditioning Approach. Journal of Marketing, 46(1), 94-101.
Professor Gerald J. Gorn
Experiment
Unconditioned Stimulus
Conditioned Stimulus
Unconditioned ResponseColour Preference
Conditioned ResponseConditioned StimulusColour Select
Professor Gerald J. Gorn
Experiment
Product Preference
ProductConditioned Stimulus
MusicUnconditioned Stimulus
+
Unconditioned Response
Product ChoiceConditioned Response
In General...
ReferenceGorn, Gerald J. (1982). The Effects of Music In Advertising On Choice Behavior: A Classical Conditioning Approach. Journal of Marketing, 46(1), 94-101.
Allen, Chris T., & Madden, Thomas J. (1985). A Closer Look at Classical Conditioning. Journal of Consumer Research, 12(3), 301-315.
Shiffman, L, O'Cass, A, Paladino, A, D'Alessandra, S, & Bednall, D. (2010). Consumer Behaviour (5th ed.). Australia: Pearson Australia.