Abc 2011 til uddeling

Free Association Profiling on sound logos - an exploratory studyJesper Ramsgaard, Julie Winther, Suzanne Beckmann, Guillaume Le Ray DELTA SenseLab, Copenhagen Business School

Introducing Delta SenseLabSenseLab offer basic andadvanced perceptualevaluation services1) End-user perception2) Applied mostly to sound3) Also for visual and haptic/tactile quality

Motivation for the current studyChallenge two common assumptions about sound logos: ! 1. Sound logos can successfully communicate specific attributes 2. Sound logos are perceived as a representative for the brand ? 1. Which associations do sound logos elicit 2. Does the amount mean anything 3. How are sound logo recognised

Association network theoryCollins & Loftus, 1975:• Associations are ”nodes” linked together• Nodes represents anything which can be perceived, felt or thought.• The links between the nodes are activated when you retrieve stored information in your mind Krishnan, 1996

Seconday brand associations Brand equity is increased when “the consumer has a high level of awareness and familiarity with the brand and holds some strong, favourable, and unique brand associations in memory” (Keller 2008)

The experiment• Setup 1. Association elicitation 2. Valence rating 3. Self-categorization• Stimuli 10 sound logos No specific information of context and brands• Subjects 45 participants (mainly students) 49% female, on average 24 years old (SD = 3.92, range = 18-35).

Valence and number of associationsAnalysis of variance (ANOVA)

Grouping associations SMS- Computer jingle Starting Calm Windows Click sound Fun Short Mobile Simple Wrong commercial Sad TV-show button Fresh Quiz Happy peopleThe news Spring Water Vacation winning Beach Lotto

Principal Component Analyse

Associative space - Sound 6 Annoying Jingle Commercial Computer error sound Computer starting Mobile commercial Text message Next in line Light Mobile Ringtone Piano Warning Correct answer

Associative space - Sound 6 Annoying Repartition of the Varia Jingle 25 Commercial Computer error 20 19.4 soundPercentage of Variance Computer starting Mobile commercial 15 12.6 Text message Next in line 10 Light 6.33 Mobile 5 Ringtone Piano comp 1 comp 2 comp 3 0 Warning Correct answer

Associative space - Sound 5 Burning paper Coffee beans Yoga Knife Fresh Grill Soft Drink Dragon Fly Asia Slaughter house Adventure game Kill Bill Melancholy Rain Kitchen

Associative space - Sound 5 Burning paper Repartition of the Varia 25 Coffee beans Yoga Knife 20Percentage of Variance Fresh Grill 15 Soft Drink Dragon Fly 10.4 10 10 Asia 7.36 Slaughter house 5 Adventure game Kill Bill comp 1 comp 2 comp 3 0 Melancholy Rain Kitchen

Do consumers see sound logos as logos?

Implications for designers• Complex sounds may elicit more associations• Association spaces gives designers an idea of the referential meaning• Heavy marketing efforts are necessary to establish a brand- sound linkFree Association Profiling shows how associations of the soundlogo without direct reference to the brand match the company‘ssecondary brand associations

Questions? Julie Winther: Julie.winther@gmail.comwww.juliewinther.blogspot.com Twitter: @JulieWinther Jesper Ramsgaard: jra@delta.dk www.madebydelta.dk

References• Aaker, Jennifer L. (1997): Dimensions of Brand Personality. Journal of Marketing Research, Vol. 34/3 August, p.347-356• Collins, Allan & Loftus, Elizabeth (1975): A Spreading-Activation Theory of Semantic Processing, Psychological Review, Vol.82, No.6, 407-428• Keller, Kevin L. (2008): Strategic brand management. Building, Measuring, and Managing Brand Equity. Pearson International Edition, 3rd edition• Krishnan, H.S (1996): Characteristics of memory associations: A consumer-based brand equity perspective. International Journal of Research in Marketing, Vol.13, p.389-405• Graakjær, Nicolai J (2008): Musik i tv-reklamer - En tekstanalytisk undersøgelse. Institut for Kommunikation, Aalborg Universitet.• Martens, W. & Zacharov, N. (2000). Multidimensional perceptual unfolding or spatially processed speech I: Deriving stimulus space using INDSCAL, AES 109th Convention, Los Angeles.• Leonard B. Meyer (1956). Emotion and meaning in music. The University of Chicago Press.• Meyers-Levy, Joan (1989): The Influence of a Brand Name‘s Association Set Size and Word Frequency on Brand Memory. Journal of Consumer Research, Vol.16 (sept).• Russell, J. A. (2003). Core affect and the psychological construction of emotion. Psychological Review, 110(1), 145-172.• Zentner, Marcel, Didier Grandjean, and Klaus R Scherer (2008).. "Emotions Evoked by the Sound of Music: Characterization, Classification, and Measurement." Emotion 8, no. 4• Roedder John, Deborah, Loken, Barbara, Kim, Kyengheui & Basu Monga, Alokparna (2006): Brand Concept maps: A Methodology for identifying Brand Association Networks. Journal of Marketing Research, Vol.XLIII (Nov.), p.549-563• Schubert, Emery (1996): Enjoyment of negative Emotions in Music: An Associative Network Explanation. Psychology of Music, vol.24, p.18-24

Abc 2011 til uddeling

by Julie Winther on Nov 21, 2011

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