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RESEARCH PRODUCT
The background music-content congruence of TV advertisements: A neurophysiological study
Jaime GuixeresMariano AlcañizJavier MarínEnrique BignéJose Manuel Ausinsubject
Economics and EconometricsEXPRESION GRAFICA EN LA INGENIERIAHF5001-6182Strategy and ManagementESTADISTICA E INVESTIGACION OPERATIVAEffectivenessElectroencephalographybehavioral disciplines and activitiesCongruence (geometry)AdvertisingmedicineBusinessBusiness and International ManagementContent (Freudian dream analysis)CongruencyMarketingmedicine.diagnostic_testRecallAdvertisingCognitionNeurophysiological measurementhumanitiesFrontal asymmetryCognitive workloadEye-trackingPsychologyhuman activitiesMusicdescription
Abstract Music affects viewers’ responses to advertisements. In this study we present the findings of an experiment that investigates the emotional and cognitive reactions of subjects’ brains during exposure to television advertisements with music congruent, and incongruent, with the advertisement content. We analyze the electroencephalography signals and eye-tracking behaviors of a group of 90 women watching six TV advertisements. The study's findings suggested that incongruent music generates higher levels of attention and advertisement recall. On the other hand, frontal asymmetry measured through electroencephalography was shown to be higher with congruent music. Similarly, cognitive workload was higher when the music was incongruent with the advertisement content. No significant differences were found in terms of advertisement likeability based on incongruent versus congruent music. The results demonstrated the validity of neurophysiological techniques for assessing the effects of levels of music congruence in advertisements.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2021-05-01 | European Research on Management and Business Economics |