Impact of brand sound elements on consumers

In trying to invest in the branding for your Startup and small business, let us help you answer, how does branding impact consumer purchase decisions!

Impact of brand sound elements on consumers

A major component influencing audience responses is background music accompanying commercials. This paper reviews key research on the role of music's 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.

A seminal paper in the Journal of Marketing by Gorn studied music's 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: Moods can be positive or negative, such as cheeriness, peacefulness, or guilt and depression. According to Clark and Isenfeeling states are general, pervasive, and occur frequently, 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 framework for integrating affect and emotional communication influences is that of central and peripheral information processing.

Central and Peripheral Processing Petty, Cacioppo, and Schumann's review of research in psychology and consumer psychology concludes that neither central nor peripheral information 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 route focuses on the familiar topics of cognitive consistency, cognitive algebra, perception, learning, retention, and a series of related issues.

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.

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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 process information via the central route may evoke simpler heuristics and cues to attitude formation Petty et al.

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 such as music, humor, visual imagery, color, and sex has been shown to influence consumers' feeling states e.

Gorn ; Watson and Rayner This research suggests that pairing a conditioned stimulus a brand with an unconditioned stimulus e.

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. This may be especially relevant to non-informational, low involvement ads, where there is minimal motivation for cognitive processing, and 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 music Batra and Ray 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 ; Paivio On the other hand, there is diversity of opinion whether feelings automatically transfer between stimuli affective conditioningor if affective states can influence attention and perception by affecting audiences' moods and prompt cognitive activity.

What does your brand sound like?

At this point no definite conclusions can be made whether or not cognitions are included in original affective reactions, although the assertion that cognitive participation is not necessary for the occurrence of affect has been made Zajonc ; Zajonc and Markus ; and Kroeber-Riel and countered by others Lazarus,; Tsal Where feelings are concerned, there can be arguments supporting their effects coming through central as well as peripheral processing.

Indeed, both processing routes may be involved to one degree or another, leading to variations in the resulting patterns of "stimulus--perceptions--beliefs--attitude--behavioral intention--behavior.

Impact of brand sound elements on consumers

While this general conclusion may not hold in all cases, Gardner notes that mood states appear to bias evaluations and judgments in similar directions to mood, and she reviews studies detailing this process.

The association between mood states and affective responses, judgments, and behavior can be seen as both direct and indirect. A direct affective reaction may be viewed as a conditioned response when there are direct linkages in associations in memory between mood states and affective reactions Griffitt and Guayand mood states and behavior see Gardner for references.

Mood may affect evaluations by evoking mood-congruent thoughts and affect the performance of the behavior by increasing the accessibility of positive associations to the behavior Clark and Isen ; Goldberg and Gorn ; Isen et al.The impact of brand logo simplification on food intake is examined.

• Product prestige moderates the effect of brand logo simplicity on food intake. assessment of the consumers to the brand which are on the top normally produces more publicity and share in the.

Asian J. Bus. Manage., 4(2): , and preference for the brand has an impact on core-brand image and is positively associated with the attitude of the core-brand (Shwu-lng and Chen-Lien, ).

How Does Branding Impact Consumer Purchase Decisions? -

Moreover. In trying to invest in the branding for your Startup and small business, let us help you answer, how does branding impact consumer purchase decisions!

Brands Create Buyer Aspirations Brands have an aspirational element about them. While it’s easier for some industries to leverage both offline and online customer engagement, the key is to understand your brand’s emotional connection with consumers and act upon it.

If you don’t know what the emotional connection is, the best thing to do is ask your audience. In our opinion, brand is a factor that has got an impact on consumer purchase preferences and therefore we decided to investigate the impact of brand on consumer behavior in connection with the age category of consumers.

Impact of Brand on Consumer Buying. November 10, David Wells. and energy-saving features were the attributes consumers desired most. Brand name communicated quality to them, but was not an important choice criterion. Price was important during the decision-making process, but not as important as quality.

“The Impact of Brand.

The Effect of a Brand on Consumer Behavior | Your Business