Music in Advertising - A Classical Conditioning Approach
•
2 likes•3,806 views
This document discusses using classical conditioning in music advertising. It describes classical conditioning as pairing an unconditioned stimulus that elicits a response with a conditioned stimulus that initially does not elicit a response. The document then summarizes an experiment where 244 students listened to music they either liked or disliked while viewing a slide presentation about pens, and were more likely to choose a pen color featured in the slides if they liked the accompanying music. The document concludes that pairing liked music with products can increase consumer preference and choice of that product through classical conditioning effects.
Recommended
More Related Content
What's hot
What's hot (14)
Viewers also liked
Recently uploaded
Recently uploaded (20)
Music in Advertising - A Classical Conditioning Approach
- 1. Music in Advertising A Classical Conditioning Approach Hongsheng Zhang 25370197 MKF9110 Theory and Process of Buyer Behaviour 7:30 Tutorial
- 2. “ A stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. ”� Classical Conditioning
- 3. Unconditioned Stimulus Meat Paste Conditioned Stimulus Bell Unconditioned Response Salivation Conditioned Response Salivation Conditioned Stimulus Bell Shiffman, L, O'Cass, A, Paladino, A, D'Alessandra, S, & Bednall, D. (2010). Consumer Behaviour (5th ed.). Australia: Pearson Australia.
- 4. http://youtu.be/bFpAlt9X_Zw 5 Sec Jingle In Outdoor Area - Beach, School Playground.... In Regular Intervals Unconditioned Stimulus Conditioned Stimulus Concern of your health Jingle Unconditioned Response Conditioned Stimulus Jingle Conditioned Response Wear Sun Protection
- 5. Music & CC can affect people’s behavior. We Know Can music affect people’s PRODUCT CHOICE by using CC? But
- 6. Professor Gerald J. Gorn Experiment 244 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. Liked Disliked Light Blue Beige Liked Music Disliked Music
- 7. Choose Colour of the pen Show on the Slide79% in the group that Listen to Liked Music Choose Colour of the pen Show on the Slide30% in the group that Listen 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
- 8. Unconditioned Stimulus Conditioned Stimulus Unconditioned Response Colour Preference Conditioned ResponseConditioned Stimulus Colour Select Professor Gerald J. Gorn Experiment
- 9. Product Preference Product Conditioned Stimulus Music Unconditioned Stimulus + Unconditioned Response Product Choice Conditioned Response In General...
- 10. youThank
- 11. 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.