“THE ROLE OF MUSI IN USER GENERATED ADVERTISING”nemertes.lis.upatras.gr/jspui/bitstream/10889/9111/3/PapadopoulouD... · The new phenomenon known as User-Generated advertising

UNIVERSITY OF PATRAS

DEPARTMENT OF BUSINESS ADMINISTRATION

GRADUATE STUDIES IN (MBA)

“NEW PRINCIPLES OF BUSINESS ADMINISTRATION”

“THE ROLE OF MUSIC IN USER GENERATED ADVERTISING”

Editor : Papadopoulou Dora (A.M. 221)

SEPTEMBER 2014

Patras, Greece

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Acknowledgments

Apart from the efforts of myself, the completion of any progress

depends largely on the encouragement and guidelines of many others.

I would like to express my heartfelt thanks to my parents and friends, for

their understanding and constant support.

Above all, I am grateful to Panagiotis for his endless patience, motivation

and encouragement for the completion of this project.

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CONTENTS

ACKNOWLEDGEMENTS p.1

CONTENTS p.2

CHAPTER 1 – INTRODUCTION p.5

CHAPTER 2 – LITERATURE REVIEW p.7

2.1 Effects of music in advertising p.7

2.1.1 The effects of music in consumer’s emotional world p.7

2.1.2 The effect of music in consumer’s memory p.7

2.2 Factors “filter” the effect of music in advertisement p.8

2.2.1 Valence Moderators p.10

2.2.2 Music Preference p.11

2.2.3 Music Familiarity – Emotion p.11

2.2.4 Music – Consumer’s expectations p.12

2.2.5 Perceived Duration p.12

2.2.6 Music Fit p.13

2.2.7 Attitude towards Brand p.14

CHAPTER 3 – REASEARCH DESIGN AND METHOLOGY p.15

3.1 Research Design p.15

3.2 Methodology p.16

3.2.1 Sampling p.17

CHAPTER 4 – DATA ANALYSIS p.21

4.1 Descriptive statistics p.21

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4.1.1 Questionnaire A’ Part p.21

4.1.2 Questionnaire B’ Part p.30

4.1.3 Mean – Comparison between the common questions of the

two questionnaires p.52

4.2 Normality test - Paired Samples t-test - Wilcoxon test p.55

4.2.1 Normality Test p.55

4.2.2 Paired Samples T-Test p.57

4.2.3 Wilcoxon Test p.58

4.2.4 Spearman’s Rho Analysis p.61

CHAPTER 5 - FINDINGS OF THE RESEARCH p.64

CHAPTER 6 - CONCLUSIONS p.67

CHAPTER 7 - RESTRICTIONS AND SUGGESTIONS FUTURE RESEARCH

p.69

APPENDICES p.71

REFERENCES p.78

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ABSTRACT

This study was conducted as part of the Postgraduate Program “New

Principles of Business Administration, MBA”. The research was based on the

role of music in Marketing field. Especially in advertisement is not researched

in an extended degree opposite to other elements of the advertisement. The

purpose of this research is to clarify the use of music in an advertisement

while the same time strengthening the central message of the advertisement.

In an initial level is presented the literature review in relation with the factors of

music that influence the consumer’s attitude and as a consequence the

consumer’s reactions. It is used the analysis of 200 respondents which are

exposed to the same commercial with different music background.

Subsequently, they are called to fill in a questionnaire consists of 15

questions. We firstly examine the descriptive statistics of each one of the

variables. All the statistically significant correlations are identified, interpreted

and evaluated. The empirical conclusions in conjunction with the apposition of

the literature review, could be easily utilized by the marketers. Finally, the

research trigger all the interested parts for future research.

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CHAPTER 1 – INTRODUCTION

Music is everywhere around us. Every day we hear plenty of music tones

that affect our consciousness and subconscious. It is generally accepted that

music has an impact to perception and mood of people. The use of music has

been studied extensively in the psychology area on issues such as human

behavior. Marketers took advantage of this feature and use it as a motivator in

purchase intention and decision of the consumer. In the specific context of

advertising, music is capable of attracting the attention, conveying implicit and

explicit messages, influencing perception in many ways, evoking emotions

and helping to retain information (Gorn 1982, Alpert and Alpert 1981).

Generally music has been suggested as one of the main memory - stimulating

factors (Snyder 2000). Huron (1989) posits that memorability is one of the

basic ways in which music contributes to an effective advertisement. When a

song is placed into an advertisement, viewers associate the music with the

images in advertising. Music communicates with consumers hearts and

minds, it serves as a powerful connection into emotions. Overall, apart from

fixing memory in people’s minds, music’s main function in advertisement is to

generate emotions (Oakes and North,2006). Finally, an adequate fit between

music and the promoted brand may contribute to communication effectiveness

by enhancing purchase intention, brand attitude, recall facilitation, and

affective response (Oakes 2007).

Concerning to advertisement, a new form began to emerge, since the

beginning of 2006 which diversifies the marketing scene. Social media has

fundamentally altered the way brand messages are been created and

communicated (Peltier et al., 2003; Taylor, 2009). The new phenomenon

known as User-Generated advertising has totally changed the typical way of

advertising . Arising out from well-established concepts such as Word of

mouth and the emerging Web 2.0 with its creation of user generated

advertising, is Advertising : an advertising form that gives control to the

consumer. By actively participating in the co-creation of value, consumers

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assumed control and a significant consumer engagement with the brand starts

to emerge (Arnet , 2011). The new type of user generated advertising in

combining with the powerful tool of music have already altered the marketer’s

strategy.

The basic question of this investigation is how and in what extent the music

could influence the attitude towards the product and as a result the

consumer’s reaction. There are few previous researches that may approve

that music could influence consumer’s attitude , the emotional world, the

perceived time of consumption of a product , the consumer’s expectations as

for the attitude of the product (Bitner,1992). The conclusions of these

researches are conflict owing to multidimensional nature of music also to the

different consumer characteristics which form the consumer’s behavior.

The following investigation, carried out with a commercial taking from the

wide area of social media. The advertisement was chosen with the criteria of a

wide consumption type of product also of the content of advertisement. Four

different and most famous types of music orchestrated the advertisement. The

purpose of this survey was to identify how generally the different types of

music on an advertisement can affect consumers mood and induce them to

purchase.

The report consists of 8 chapters and below are briefly presented the matters

of each chapter:

The second chapter is related with literature review concerning with

the role and the influence of music in advertisement.

The third chapter describes the methodology of the research in

combination with the demographic factors which is carried out in order

to corroborate our assumptions .

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CHAPTER 2 – LITERATURE REVIEW

2.1 Effects of music in advertising

In the area of advertising, music has been suggested as one of the main

memory stimulating factors (Snyder, 2000). Music that accompanies

advertising may help remembering the brand. According to North et al. brands

that are clearly defined by a given type of music are 96% easier to remember

for consumers than those which use no sound of any kind. Jantzen and

Graakhaeer (2009) stress the ability of music to create cognitive associations

(melody-brand). These kinds of associations may be established very quickly

in the minds of consumers after their exposure to an ad, to the extent that they

find it difficult to identify or associate the different melody with the brand. Apart

from its effects on memory, music in advertising attracts the consumers

attention. In the following chapters analyzed how the music piece creates

emotions, expectations in consumers mind.

2.1.1 The effects of music in consumer’s emotional world

It is generally accepted that music affects the emotional world of the listener-

consumer. This is confirmed from the past decades from famous poets,

writers, composers. The research of Vinovich in the 1975 indicated that

different types of music evoke different emotional mood. Also Butler (1973)

extensively dealt with researches on the field of the music psychology.

2.1.2 The effect of music in consumer’s memory

It is perfectly acceptable that music affects the consumers emotional world .

In the same level of our analysis, should be mentioned that a music piece in

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an advertisement, contributes to restraint the advertising message, to recall

the elements of the ad even to recognize the whole advertisement (Hecker

1984). All these assessment measures of the effectiveness of an advertisment

are associated with the consumers memory and consequently with the future

purchase behavior. Correlation researches (Burke Marketing Research 1978,

McCollum and Spielman 1976, Hoyer, Srivastana and Jacoby, 1984) have

shown in many cases that music strengthens the ad message, another time

(Sewall and Sarel 1986, Park and Young 1986, Wheatley and Brooker 1988)

there is no influence in recognizing the elements of an advertisement.

In accordance to Kroeber – Riel (1979) the basic music property concerning

with the perception of advertisement message is the attention –gaining value

of music of the listener. The ability of the music to attract the attention is

depend on specialized features such as:

The tempo- volume of music (Berlyne 1974)

The existence of lyrics in a music piece (Galizio and Hendrick

(1972)

The repetition of a theme music (Barber 1987)

Bitner’s (1992) model highlights musical variance as one of physical

environmental dimensions influencing the behavior of customers and

employees within a service environmental context. Mainly portray the way in

which environmental dimensions can affect on the cognitive, emotional and

physiological responses of both customer and employees.

2.2 Factors “filter” the effect of music in advertisement

In an effort to clarify the role of music in advertisement , we should examine

these factors mediate between the viewer and the music background of the

advertisement. These factors are called valence factors they are capable to

increase, decrease or alternate the effect of music in consumers mood, react,

expectations and finally in his behavior.

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We could discern two categories included these factors :

a) Personal factors

b) Environmental factors

a) Personal factors include :

The level of correlation (high-low) with the product also the kind of

correlation with the product (Emotional - Cognitive, Park and Young,

1986).

The type – tension of the correlation between music and product, (Gorn,

1982).

The demographic factors of the consumer which affect the musical

preference and reactions in different music pieces (Alpert & Alpert,

1991).

The perception of the consumer as regards the musical fit with the ad

message (“Music message congruency”, Cox & Cox, 1993).

The consumers musical preference, which can be determined by the

cultural background and the demographic factors.

The anterior experiences, memories, images which are revoked in

consumers mind while listening to a music piece (Macinnis & Park,

1991).

The consumers music familiarity with the music background of an

advertisement (Rushell, 1987).

b) Environmental factors include :

In a general level the social and cultural influences on a consumer as

being a member of a social.

In a specific level, the coexistence of non musical elements

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2.2.1 Valence Moderators

Valence moderators, factors which filter independent musical variables (music

genre) , define the consumers internal reactions. Substantially, influence the

musical perception of the consumer and guide into specific purchasing

behaviors.

The basic valence moderators which have shown to filter the influence of

music in consumers behavior are separated into two different categories:

1. Demographic factors

2. Musical familiarity factors

Many researchers such as Alpert and Alpert 1991, Holbrook and Schindler

1989 have argued that demographic factors could influence the music

preference. For this reason, the knowledge of the demographic factors of a

target group of the market could provide to the marketers the advantage to

adjust the music atmosphere into the preference of clients. The most famous

demographic factors are presented below :

Age : Much research has reported that musical preference is related

with the age (Yalch and Spangenberg, 1993). Holbrook and Schindler

(1989) have suggested that up to the 25th year old sensitivity to popular

music reaches its peak.

Gender : Shepherd (1986) found that musical preference also the

consumption patterns differentiated according to gender. Shepherd

also conclude that trends derived from the factor of gender are show

stability. More specifically, Stipp (1990) claimed that females prefer

slower, softer music, on the other hand males prefer faster, louder

music. Kellaris and Rice (1993) found that women attributed more

positive qualities to music played at a quieter volume than men. It has

also been argued that males could estimate short durations more

accurately, while the same time females are more likely to

underestimate.

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Social Class : Shepherd (1986) found variations between classes in

terms of musical preference, using occupation as a determinant of

social class. More specifically, individuals placed favorably within the

social structure were more likely to prefer classical or jazz music.

2.2.2 Music Preference

Music research has reported that musical preference varies according to age

(Yalch and Spangerberg,1993). Holdrook and Schindler (1989) have

suggested that sensitivity to popular music reaches its peak around about the

24th year, leading to long term preference and bonding with individual pieces

of popular music.

Shepherd (1986) found musical genre preference and consumption patterns

to follow discernible trends in terms of differentiation in taste along lines of

genre were the most remarkably of all. Research has shown how responses

to music vary according to gender (Peretti and Swenson,1974). More

specifically, Stipp (1990) claimed that females prefer slower ,softer music,

while males prefer faster, louder music regardless of genre. Kellaris and Rice

(1993) found that women attributed more positive qualities to music played at

a quieter volume than men. It has also been argued that males estimate short

durations more accurately, while females are more likely to underestimate in

their temporal estimates (e.g. Kellaris and Mantel, 1994; North et al. 1998).

2.2.3 Music Familiarity – Emotion

Consumer’s response to a particular piece of music frequently depends on

individual familiarity with the music, or on the personal memories which a

song may generate. While a piece of music has measurable physical reality in

terms of variables like tempo and volume, it also has a cognitive reality related

to the subjectivity of listeners perceptions (Herrington and Capella, 1994).

Davies (1991) supported that the music familiarity affects the music

preference. So the consumers while watching a commercial or being in a

store maybe feel pleasantly in hearing a known song (Davies 1991). In terms

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of the frequency with which a piece of music is heard, Brandley (1971) found

that the preference for a piece of music increased over time with repetition.

2.2.4 Music – Consumer’s expectations

The Musicscape acknowledges studies have examined the relationship

between music and consumer expectations. The consumers’ expectations are

directly connected with the picture presented. Baker et al. (1994) found that

the ambient elements of classical music and soft lighting led to inferences that

merchandise and service quality would be higher when compared to Top 40

music and bright lighting.

Musical execution can also be used to reinforce such cognitive responses by

symbolizing the quality of service provided. A live performer playing

classical/jazz music may well create different customer expectations. Also

many examples in fashion houses use famous popular music to reinforce their

products. The Musicscape would thus be helping to generate cognitive

internal responses regarding customer expectations of the level of service

quality. Last but not least, many restaurants with a traditional menu (Mexico,

Kina, Italy , France) use traditional music pieces to impart the appropriate

atmosphere to the consumers and give the sense of an original local cuisine.

As a result, it is not the best nor the most famous but the appropriate music

piece in an advertisement contribute to create high expectations in

consumer’s mind.

2.2.5 Perceived Duration

Yalch and Spangernberg (1990) revealed how shoppers reported spending

more time than expected in a store playing less preferred music. Hui et al.

(1997) claimed that the liked music in comparison with not liked music ,

triggered consumers feel pleasant while being in a store. As a result,

consumers formed a positive opinion for the enterprise. Their study also

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revealed how liked music increased the perceived wait duration, rather than

reduce it. Chebat et al. (1993) examined the impact of fast/slow music with

visual stimulation on perceived waiting times. They conclude that time

perception was affected by the combined effects of a visual stimulation and

slow music. In terms of fast music there was no significant effect on time

estimates under high and low visual stimulation, whereas with slow music the

effects were significant.

2.2.6 Music Fit

One more basic element related with music, is the music fit with all the other

elements of the advertisement also the ability of music to reset emotional

experiences to consumers mind. The music fit is defined as the subjective

perception of consumers that music relates and reinforces the central ad

message. Several researchers note that music that fits the ad can be

conceptualized as a message relevant executional because it reinforces the

basic advertising message. Macclins and Park (1991) argued that music fits

the ad, strengthens the message and product may also have a positive effect

on consumers in a state of high involvement. When elements of a stimulus set

correspond with other items in the set, the individual parts are not perceived

as separable.

Different musical styles may provide different information for the same

product. For example a rock piece of song would underline consumers beliefs

about the power, speed, competitiveness of the advertising product. Whereas

using the same product with a classical piece of music emphasize its interior

trim, luxury and elegance. According to the idea to the musical fit both types of

music would make sense in the aim to transport relevant information about the

product.

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2.2.7 Attitude towards Brand

Attitudes are a popular research topic in marketing studies. At first we could

predict consumer’s behavior (Mitchell and Olson, 1981) and secondly, many

studies of attitudes are available from social psychology researchers (Eagly &

Chaiken, 1993). In a manner of trying to identify we could separate as follows:

Attitude towards the brand

Purchase intentions

During the past two decades, marketing journals have published numerous

studies involving attitude towards the brand and purchase intentions

constructs across a variety of theoretical paradigms. For example, research

on purchase intentions measures has examined their predictive validity

(Kalwani & Silk, 1982; Morrison,1979), discriminant validity and vulnerability to

response biases (Clancy & Garson 1970), whereas research on attitude

towards the brand has examined the consistency among attitude toward the

brand.

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CHAPTER 3 – REASEARCH DESIGN AND METHOLOGY

3.1 Research design

The objective of this experiment was to explore the role of different types of

music in consumer’s attitude for a product while watching a commercial shot.

The experiment was attended by 200 respondents without professional

musical education, between the age of 18 up to 30 years old.

The research was focused on one selected market product, the beer

Guinness. The beer Guinness, was selected according to the estimated

frequency of purchase of the category which belongs. Moreover, Guinness

advertising is a global genius phenomenon. For the purposes of our

experiment was used the standard real commercial shot “The Guinness

Basketball Commercial”. With about 19 million you tube views, seven

hundred facebook shares and about 26 thousand twitter shares the “Guinness

basketball commercial” is ranked as the first one in the advertising history of

the beer “Guinness”.

Sharing of this commercial over the time

In the following research was tried to discover the effects of different genres

of music on the impression of the advertised product, on the purchase

intention and on the valuation of the product. More specifically, one of the

most famous commercial shot was exposed to four different groups (consists

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of 50 respondents each one) with four different types of music such as pop,

rock , jazz and classic type. Finally, we have to mention that the selection of

the music type background was of the most popular genres of music

categories.

3.2 Methodology

Descriptive research is the main methodology that was chosen for our

analysis.

The tools of the experiment was at first a questionnaire, that the respondents

which were separated into four different groups, were called to answer before

the exposure to a commercial shot. Secondly, each group was exposed to the

same commercial shot with different types of music genre – piece. Lastly,

after the exposure to the commercial shot each group were called to answer

to a questionnaire .

As for the questionnaires before and after the exposure of the advertisement

the scope was to record how different types of music could affect the attitude

for the product . The structure is shown below.

The first part questionnaire consists of 6 questions structured as follows :

Demographic Factors (Age – Gender)

Music Preference (based on music genre)

Music Familiarity (based on music genre)


Purchase intention of the product

The second part questionnaire consists of 6 questions structured as follows :

Music familiarity (based on music piece)

Music fit

Music and consumer expectations

Emotional reactions

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Attitude towards the advertisement


Purchase intention of the product

Time perception

The form of the second part of the questionnaire was answered once a time

for each group consists of 50 respondents. The commercial shot was found

from the site of social media (You Tube) and the music background was

amended into four different types of music. The respondents randomly divided

into four groups and it is ensured that the composition of the groups was

random, too. The sample of each group after the completion of the first part of

the questionnaire, was exposed to the same commercial shot with different

background music (pop-rock-jazz-classic).

As the questionnaire structured in two parts (before-after exposure) we could

measure and compare the attitude towards the brand and the purchase

intention before and after the exposure to advertisement.

The sample consists of 200 respondents aged form 18 up to 30 years old.

The research was conducted from 1 up to 16 June 2014 via the Web site and

social media.

3.2.1 Sampling

The first part questionnaire was completed by the sample before the exposure

to the commercial shot. At a first level are presented the results of the

demographic factors of the sample. The whole sample consists of 56,5% men

and 43,5% women and the average mean of the age of the sample is 25,07

years old.

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Question 1 : “The age of the respondent”

Measurement Scale: Scale variable

Type of question: open question

POP

Table 1: Pop – Age

N Range Minimum Maximum Mean Std. Deviation

Age 50 10 20 30 24,82 3,095

Valid N (listwise) 50

The minimum age of the sample was 20 years old and the maximum was 30

years old. The mean of the sample is 24,82 years old.

Rock

Table 2: Rock – Age


Age 50 10 20 30 24,86 2,748




Jazz

Table 3: Jazz – Age


Age 50 14 18 30 26,22 3,073




Classic

Table 4: Classic – Age


Age 50 9 20 29 24,38 2,641


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Question 2: « The gender of the respondent »

Measurement Scale: Nominal variable

Type of question: close question, dichotomous and mutually excluded

contingencies

Table 5 : Gender-Pop

Frequency Percent Valid Percent Cumulative Percent

Valid Men 27 54,0 54,0 54,0

Women 23 46,0 46,0 100,0

Total 50 100,0 100,0

The pop sample consists of 54% men and 46% women.

Table 6 : Gender-Rock


Valid Men 25 50,0 50,0 50,0

Women 25 50,0 50,0 100,0

Total 50 100,0 100,0

The rock sample consists of 50% men and 50% women.

Table 7 : Gender – Jazz


Valid Men 31 62,0 62,0 62,0

Women 19 38,0 38,0 100,0

Total 50 100,0 100,0

The jazz sample consists of 62% men and 38% women.

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Table 8 : Gender – Classic


Valid Men 30 60,0 60,0 60,0

Women 20 40,0 40,0 100,0

Total 50 100,0 100,0

The classic sample consists of 60% men and 40% women.

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CHAPTER 4 – DATA ANALYSIS

4.1 Descriptive statistics

All the questionnaires were coded and the responses analyzed with the use

of IBM SPSS Statistics 22. Descriptive statistics were calculative for all

variables of both parts of the questionnaires (Before-after the exposure). The

results are presented in the following chapter as collected. At first, the A’ part

questionnaire, before the exposure of respondents in advertisement, at

second the results of each question of the four separated groups.

4.1.1 Questionnaire A’ Part

The first part questionnaire was completed by the sample before the exposure

to the commercial shot so as to identify the demographics of the sample, the

musical preference, the attitude towards the product and the purchase

intention of the product.

Question 3: « Circle one of the numbers 1 to 7 in order to express the degree

of preference of the following musical genres »

Measurement Scale: Interval variable

Type of question: close question, mutually excluded contingencies

In this question the sample was asked to choose in a scale from 1 up to 7 (1=I

don’t like at all, 2=I don’t like, 3= I don’t prefer , 4=Neither like nor dislike, 5= I

like a little, 6= I like a lot, 7= I like very much) to show the music preference. In

the tables below, the means of the preference of each group are presented in

detail.

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Table 9 : Music Preference – Pop


Pop 50 4 3 7 5,24 1,205

Rock 50 5 2 7 4,36 1,225

Jazz 50 6 1 7 3,30 1,542

Classic 50 5 1 6 2,82 1,366


All the samples were called to answer to the question which type of music

they prefer better between the pop, rock, jazz, and classic type. The pop

sample, ranked as first one the pop genre (mean=5,24), as second the rock

genre (mean=4,36), thirdly the jazz genre (mean=3,30) and last one the

classic type (mean=2,82).

Table 10 : Music Preference – Rock


Pop 50 6 1 7 4,78 1,556

Rock 50 4 2 6 4,22 1,329

Jazz 50 6 1 7 2,84 1,633

Classic 50 5 1 6 2,14 1,654


The rock sample gave the same rank, like the pop sample. Pop genre comes

first (mean=4,78), rock genre comes second (mean=4,22), jazz genre as a

third one (mean=2,84) and as last comes the classic genre (mean=2,14)

Table 11 : Music Preference – Jazz


Pop 50 6 1 7 4,32 1,531

Rock 50 4 1 7 5,44 1,668

Jazz 50 6 1 7 4,20 1,714

Classic 50 5 1 6 3,48 1,344


The jazz sample, unlike with the previous samples, firstly ranked the rock

genre (mean=5,44), secondly the pop genre (mean=4,32), thirdly jazz type

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(mean=4,20), lastly classic genre (mean=3,48).Incidentally, we have to

mention that jazz sample is the highest average aged, while it is generally

accepted that the pop music selected by the youngest aged groups.

Table 12 : Music Preference – Classic


Pop 50 6 1 7 4,50 1,644

Rock 50 6 1 7 4,30 1,446

Jazz 50 5 1 6 3,00 1,325

Classic 50 6 1 7 2,38 1,872


Finally as for the classic sample, we have the same structure as the two first

samples. Specifically, pop genre comes first (mean=4,50), rock sample comes

second (mean=4,30), jazz genre appears as third one (mean=3,00),classic

genre comes last in ranking (mean=2,38).

As it can be seen, popular music by majority takes the first place in the scale

of preference by the respondents. This result could be easily explained from

the youth age of the respondents of our experiment who appear more

sensitive to popular music (Holbrook and Schindler,1989).

Question 4: « Circle one of the numbers 1 to 7 in order to express the degree

of familiarity with the following musical genres »



In this question the four groups were asked to choose in a scale from 1 up to

7 (1=I hear it first time, 2=I have heard it very few times, 3= I have heard it few

times , 4=I have heard it sometimes, 5= I have often heard it, 6= I have heard

it several times, 7= I have heard it many times) to show the familiarity with the

four different types of music.

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Table 13 : Music Familiarity – Pop


Pop 50 5 2 7 5,34 1,409

Rock 50 6 1 7 4,10 1,313

Jazz 50 6 1 7 3,00 1,750

Classic 50 5 1 6 2,66 1,451


As we could see from the table above, the pop sample presents the same

rank in familiarity to the song as the preference rank in the previous question.

In more detail, pop genre (mean=5,34), rock genre (mean=4,10), jazz genre

(mean3,00) and last one classic genre (mean=2,66).

Table 14: Music Familiarity – Rock


Pop 50 6 1 7 5,06 1,707

Rock 50 6 1 7 4,38 1,652

Jazz 50 6 1 7 2,74 1,771

Classic 50 6 1 7 2,50 1,940


To continue with the rock sample, follows the same procession with the

preference. Pop genre (mean=4,54), rock genre (mean=5,16), jazz genre

(mean=3,30), classic genre (mean=2,66).

Table 15 : Music Familiarity – Jazz


Pop 50 6 1 7 4,54 1,693

Rock 50 6 1 7 5,16 1,646

Jazz 50 6 1 7 3,30 1,693

Classic 50 6 1 7 2,66 1,394


As for the jazz group, rock genre comes first (mean=5,16),pop genre cones

second (mean=4,54), jazz genre comes third (mean=3,30), classic genre

comes last (mean=2,66).

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Table 16 : Music Familiarity – Classic


Pop 50 6 1 7 4,50 1,717

Rock 50 4 2 6 4,20 1,178

Jazz 50 5 1 6 2,94 1,406

Classic 50 6 1 7 2,62 1,817


Lastly, as for the classic group, pop takes the first place (mean=4,50), rock

comes second (mean=4,20), jazz comes third (mean=2,94), classic comes

fourth in the rank (mean=2,62).

The results o f the music familiarity follow the results of the music preference,

as it can be seen from the direction of means of each genre.

Question 5: “Attitude towards the brand”

« Circle one of the numbers 1 to 7 in order to express the attitude towards

the beer Guiness»



In this question the respondents asked to rate between to diametrically

opposed adjectives which characterize the brand “Guinness”. They chose in a

scale starts from 1 which is a negative aspect of the brand up to 7 which is the

positive aspect of the brand. In the following tables we present the results for

each group. For a better analysis, we found out for each group the mean of

the means of each pair of adjectives.

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Table 17 : Attitude towards brand – Pop


Unappealling Appealing 50 4 2 6 3,88 1,206

Bad Good 50 5 2 7 4,02 1,301

Unpleasant_Pleasant 50 4 2 6 4,10 1,129

Unfavorable Favorable 50 4 2 6 3,88 1,394

Unlikable Likable 50 5 2 7 4,08 1,469


For the pop group, the mean of the means is 3,99, which presents a neutral to

a negative aspect of the brand “Guinness”

Table 18 : Attitude towards brand – Rock



Bad Good 50 6 1 7 3,64 1,120





As for the rock group, the mean of the means is 3,62, which shows almost the

same negative aspect as the pop group.

Table 19 : Attitude towards brand – Jazz



Bad Good 50 6 1 7 3,62 1,354





Regarding, to the jazz group the mean of means is 4,21 which is the best

attitude compared to the previous groups , but still remains a neutral one.

~ 27 ~

Table 20 : Attitude towards brand – Classic



Bad Good 50 4 2 6 3,86 1,125





Lastly, the classic group appears the most negative attitude towards the brand

“Guiness” with the mean of means 3,76.

As a general attitude the respondents are indifferent about the product and

surely it is not in their first options while they choose to drink a beer.

Question 6: “Purchase intention of the beer “Guiness”

« Circle one of the numbers 1 to 7 in order to express the frequency of

purchasing the beer “Guiness” »



In this question the respondents asked to choose between pairs in a scale of

1 up to 7 in order to express the purchase intention of the product “Guiness”.

Each pair starts the scale with 1 shows the negative aspect in buying the

product and concludes to 7 the positive aspect in buying the product. Like

previously we quote the results of each group and we average the means to

conclude to a final aspect of the purchase intention.

~ 28 ~

Table 21 : Purchase Intention – Pop


Never - Definetely 50 4 2 6 4,08 ,986

Definetely not intend

to buy - Definetely

intend to buy

50 5 1 6 4,12 1,118

Very low – High

purchase interest 50 5 1 6 3,86 1,246

Definetely not buy it

– Definetely buy it 50 4 2 6 3,86 ,969

Probably not buy it –

Probaly buy it 50 4 2 6 3,92 1,047


The pop group, as an average mean of means has 3,19, which means a low

purchase interest.

Table 22 : Purchase Intention – Rock


Never – Definetely 50 4 2 6 4,00 ,904


to buy - Definetely

intend to buy

50 5 1 6 4,16 ,997

Very low – High



– Definetely buy it 50 5 1 6 4,16 1,017


Probaly buy it 50 5 1 6 4,18 ,983


The rock group, presents the average mean 4,12 better than the pop group

but still a neutral purchase intention.

~ 29 ~

Table 23 : Purchase Intention – Jazz


Never – Definetely 50 5 1 6 2,40 1,565


to buy - Definetely

intend to buy

50 6 1 7 3,32 1,696

Very low – High





Probaly buy it 50 6 1 7 3,42 1,762


As for the jazz group, the average mean is 3,116 in the scale 1 up to 7 which

is the lowest until now.

Table 24 : Purchase Intention – Classic




to buy - Definetely

intend to buy

50 4 2 6 4,52 1,111

Very low – High

purchase interest 50 4 2 6 4,56 ,993




Probaly buy it 50 4 2 6 4,54 ,994


Last but not least the classic group, presents an average mean 4,49, the

highest of all the sample.

To conclude from the evidence above, the respondents are low interested in

purchasing the beer Guinness.

~ 30 ~

4.1.2 Questionnaire B’ Part

The second part of the questionnaire was answered by each sample after

watching the commercial shot. The respondents were separated into 4

different groups based on the four different types of music background .Each

group was exposed in the advertisement only once. After the exposure they

called to answer to the second part of the questionnaire. In the analysis below

we present how different genre of music could affect the consumers attitude

for a brand.

Question 1: “Music familiarity”

« Circle one of the numbers 1 to 7 in order to express your familiarity with the

music piece»



In this first question of the second part of questionnaire the respondents

asked to choose in a scale of 1 up to 7 (1=I hear it first time, 2=I have heard it

very few times, 3= I have heard it few times , 4=I have heard it sometimes, 5=

I have often heard it, 6= I have heard it several times, 7= I have heard it many

times) to present the familiarity with the music piece of the commercial shot.

Pop : She Wolf -Falling to pieces (David Guetta)

Table 25 : Music familiarity – Pop


Music familiarity pop 50 6 1 7 4,74 1,601


The results for the pop music piece shown that is familiar to the sample

(mean=4,74).

~ 31 ~

Rock : Black Betty 1977 (Ram Jam)

Table 26 : Music familiarity – Rock


Music familiarity pop 50 6 1 7 3,60 1,666


The results for the rock music piece shown that is not so familiar to the

sample as the pop song (mean=3,60).

Jazz : Mess Around (Ray Charles)

Table 27 : Music familiarity – Jazz


Music familiarity 50 6 1 7 3,14 2,041


The jazz song is listened by the sample very few times (mean=3,14). In fact,

this song is addressed to a specific category of listeners.

Classic : Four Seasons (Vivaldi)

Table 28 : Music familiarity – Classic


Music familiarity 50 6 1 7 3,86 1,629


Last but not least, the Vivaldi song is a well known song piece but addressed

to a specific category of people who likes classic music. For this reason the

mean is 3,86.

~ 32 ~

Question 2: “Music fit”

« Circle one of the numbers 1 to 7 in order to express the degree the music

piece enforces the commercial message»



In this question the respondents asked to choose in a scale of 1 up to 7

(1=Not at all, 2=Not a little, 3=Not very much, 4=More or less, 5=A little, 6=

Very much, 7=Absolutely) in order to express the degree the music piece

enforces the central message of the commercial shot.

Table 29 : Music fit


Pop 50 4 3 7 5,66 1,081

Rock 50 6 1 7 4,88 1,649

Jazz 50 6 1 7 4,04 1,772

Classic 50 5 1 6 2,62 1,276


As we could see from the results, the young age of the sample classifies the

pop song first as for the music fit which relates and reinforces the central

message of the commercial. Second, comes the rock song a rock piece of

underline the consumers beliefs about the power, and competitiveness of the

advertising product. Lastly, follows the jazz piece and much further away the

classic piece.

Question 3: “Consumer’s Expectations”

« Circle one of the numbers 1 to 7 in order to express the degree the music

piece creates a sense of a high value/positive image – low value/negative

image of the product »

~ 33 ~




(1=Not at all, 2=Very low, 3=Low, 4=Neither low nor high, 5=High, 6= Very

high, 7=Absolutely) in order to express the degree the music piece creates a

sense of high value/ positive image or low value/negative image of the

product.

Table 30 : Music Expectations


Pop 50 3 4 7 5,68 0,868

Rock 50 6 1 7 5,28 1,591

Jazz 50 6 1 7 4,66 1,349

Classic 50 5 2 7 5,44 1,053


The results of the tables above, as for the expectations for the product based

on music pieces follow the same rank like the music fit with only exceptional

the classic piece exceed the jazz piece. The classic music is inherent with

high quality and for this reason seems the quality of the product higher than

with other music songs.

Question 4: “Time Perception”

« Circle one of the numbers 1 to 7 in order to express the perceived duration

of the commercial shot »



In this question the respondents asked to choose in a scale of 1 up to 7 (1=

Negligible short duration, 2= Very short duration, 3= Short duration, 4= Neither

short nor long duration, 5= Somewhat long duration, 6= Long duration, 7=

~ 34 ~

Very long duration) in order to report the perceived duration of the commercial

shot.

Table 31 : Time Perception


Pop 50 3 1 4 1,88 0,824

Rock 50 4 1 5 2,50 1,266

Jazz 50 6 1 7 4,28 1,266

Classic 50 6 1 7 4,40 1,578


Our experiment revealed that the most liked music was the pop music,

creates a sense of a less duration commercial shot (mean=1,88). Whereas,

the same commercial shot displays different time perception with the rock

music background (mean=2.50).Lastly, as for the jazz and classic background

the commercial shot appears as a long perceived duration with mean=4,28

and mean=4.40 respectively.

Question 5: “Attitude towards the brand”

« Circle one of the numbers 1 to 7 in order to express the attitude towards

the beer “Guiness” after the exposure to the commercial shot »



In this question the respondents were asked to rate between to diametrically

opposed adjectives which characterize the brand “Guinness” after the

exposure to the commercial shot. They chose in a scale starts from 1 which is

a negative aspect of the brand up to 7 which is the positive aspect of the

brand. In the following tables we present the results for each group. For a

better analysis, we found out for each group the average mean of the means

for each pair of adjectives, as we did in the part A of the questionnaire.

~ 35 ~

Table 32 : Attitude towards brand after Pop



Bad Good 50 4 3 7 5,42 0,992





The average mean of the means for the sample exposed to pop commercial

shot is 5,24.

Table 33 : Attitude towards brand after Rock



Bad Good 50 4 3 7 5,02 1,169


Unfavorable Favorable 50 5 3 7 4,76 ,938

Unlikable Likable 50 5 2 7 5,10 ,995


The average mean of the means for the sample exposed to rock commercial

shot is 4,92.

Table 34 : Attitude towards brand after Jazz



Bad Good 50 6 1 7 4,96 1,538





The average mean of the means for the sample exposed to jazz commercial

shot is 5,008.

~ 36 ~

Table 35 : Attitude towards brand after classic



Bad Good 50 4 3 7 4,70 1,093





The average mean of the means for the sample exposed to classic

commercial shot is 4,548.

Generally, we could conclude that all the samples after the exposure to the

commercial shot gain a more positive stance for the beer “Guinness”. In

reality, each music background creates a different stance towards the brand.

From the results above, the pop background causes the most positive stance

with mean 5,248. Second comes the commercial shot with the jazz music

piece, with mean 5,008. Thirdly, is appeared the rock music piece with mean

4,92 and as last one the classic music piece with mean 4,548.

Question 6: “Purchase Intention”

« Circle one of the numbers 1 to 7 in order to express the purchase inentio of

the beer “Guiness” »



In this question the respondents were asked to choose in a scale from 1 up to

7 (1= I am surely not intended to buy, 2= I am not intended to buy, 3= I am

somewhat not intended to buy, 4= I am neither intended nor intended to buy,

5= I am somewhat intended to buy, 6= I am intended to buy , 7= I am surely

~ 37 ~

intended to buy) in order to express the purchase intention of the product

“Guiness”.

Table 36 : Purchase Intention – Pop


Never - Definetely 50 3 4 7 5,70 0,886


to buy - Definetely

intend to buy

50 4 3 7 5,40 0,948

Very low – High





Probaly buy it 50 3 4 7 5,68 0,844


The average mean of the means after listening to pop song is 5,44.

Table 37 : Purchase Intention – Rock




to buy - Definetely

intend to buy

50 4 3 7 5,34 1,002

Very low – High





Probaly buy it 50 4 3 7 5,26 ,899


The average mean of the means after listening to rock song is 5,28.

~ 38 ~

Table 38 : Purchase Intention – Jazz


Never - Definetely 50 5 1 6 3,76 1,709


to buy - Definetely

intend to buy

50 6 1 7 3,78 1,765

Very low – High





Probaly buy it 50 6 1 7 3,96 1,818


The average mean of the means after listening to jazz song is 3,79.

Table 39 : Purchase Intention – Classic




to buy - Definetely

intend to buy

50 5 2 7 5,06 1,077

Very low – High





Probaly buy it 50 3 3 6 5,10 ,863


The average mean of the means after listening to classic song is 5,05

The purpose of this question was to identify how the music in the

advertisement had an impact to the willingness for buying the beer

“Guinness”. Respondents after seeing modified advertising spot were

answered whether they purchased the product. In fact, we tried to calculate if

there is appeared difference in buying the product after the exposure to the

commercial shot. Music background jazz according to the lowest average 3,79

~ 39 ~

seemed as the least appropriate from all four variants of the music. Most of

respondents of the sample would hesitate with the purchase of the product.

According to the music background pop and the highest mean 5,44 showed

the highest willingness to buy the product.

Question 7: “Emotional Reactions towards the commercial”

« Circle one of the numbers 1 to 7 in order to express how the commercial

shot made you feel for the product “Guiness”»




(1=Not at all, 2=Very little, 3=A little, 4=Indifferent , 5=Much, 6= Very much,

7=Absolutely) in order to express the emotional reactions after the exposure

to the commercial shot.

Table 40 : Emotional Reaction towards the commercial – Pop


Cheerful 50 3 4 7 5,42 0,785

Pleased 50 4 3 7 5,28 0,948

Stimulated 50 4 3 7 5,52 0,931

Soothed 50 5 2 7 4,60 1,325

Insulted 50 3 1 4 2,30 0,995

Irritated 50 2 1 3 1,86 0,756

Repulsed 50 3 1 4 1,68 0,844


~ 40 ~

Table 41 : Emotional Reaction towards the commercial – Rock


Cheerful 50 5 2 7 5,26 1,322

Pleased 50 5 2 7 5,54 1,432

Stimulated 50 4 3 7 5,84 1,267

Soothed 50 5 2 7 5,52 1,282

Insulted 50 3 1 4 1,78 ,815

Irritated 50 5 1 6 1,98 1,270

Repulsed 50 5 1 6 1,68 1,077


Table 42: Emotional Reaction towards the commercial – Jazz


Cheerful 50 6 1 7 5,08 1,412

Pleased 50 6 1 7 4,66 1,334

Stimulated 50 6 1 7 4,48 1,787

Soothed 50 5 1 6 3,48 1,542

Insulted 50 6 1 7 1,76 1,349

Irritated 50 6 1 7 1,62 1,383

Repulsed 50 6 1 7 1,60 1,385


Table 43 : Emotional Reaction towards the commercial – Classic


Cheerful 50 5 2 7 5,18 ,896

Pleased 50 4 3 7 5,20 ,904

Stimulated 50 4 3 7 5,40 ,969

Soothed 50 3 4 7 5,38 ,753

Insulted 50 3 1 4 2,36 ,921

Irritated 50 2 1 3 1,60 ,700

Repulsed 50 3 1 4 1,34 ,688


In this question feelings of the respondents about the advertisement were

measured using seven adjective items. From the resulting values, music

background pop and jazz create most a feeling of cheerfulness in the

respondent’s mind . On the other hand, music background rock and classic

create most a feeling of stimulation. An overall conclusion of the question

~ 41 ~

would be a general positive stance for the advertisement by the whole

sample.

Question 8: “Emotional Reactions towards the commercial”

« Circle one of the numbers 1 to 7 in order to characterize the commercial

shot of the product “Guiness”»



In this question the respondents were asked to rate between a to

diametrically opposed adjectives which characterize the commercial shot.

They chose in a scale starts from 1 which is a negative aspect of the brand up

to 7 which is the positive aspect of the brand. In the following tables we

present the results for each group. For a better analysis, is presented the

average mean of means for each music background.

Table 44 : Commercial Attitude – Pop


Unpleasant Pleasant 50 3 4 7 5,80 ,782

Unlikable Likeable 50 3 4 7 5,88 ,872

Boring Interesting 50 3 4 7 5,70 ,974

Tasteless Tasteful 50 4 3 7 5,74 ,944

Artless Artful 50 3 4 7 5,78 ,910

Bad Good pop 50 3 4 7 5,54 ,862


The average mean of means for music background pop is 5,74.

~ 42 ~

Table 45 : Commercial Attitude - Rock


Unpleasant Pleasant 50 4 3 7 5,92 1,158

Unlikable Likeable 50 5 2 7 5,94 1,185

Boring Interesting 50 6 1 7 5,52 1,165

Tasteless Tasteful 50 6 1 7 5,62 1,354

Artless Artful 50 4 3 7 5,72 1,070

Bad Good pop 50 6 1 7 5,78 1,200


The average mean of means for music background rock is 6,08.

Table 46 : Commercial Attitude – Jazz


Unpleasant Pleasant 50 6 1 7 5,38 1,510

Unlikable Likeable 50 6 1 7 5,36 1,522

Boring Interesting 50 6 1 7 5,40 1,884

Tasteless Tasteful 50 6 1 7 5,24 1,697

Artless Artful 50 6 1 7 5,46 1,656

Bad Good pop 50 6 1 7 5,36 1,663


The average mean of means for music background jazz is 5,36.

Table 47 : Commercial Attitude – Classic


Unpleasant Pleasant 50 3 4 7 5,68 ,587

Unlikable Likeable 50 3 4 7 5,48 ,646

Boring Interesting 50 4 3 7 5,76 ,894

Tasteless Tasteful 50 3 4 7 5,52 ,789

Artless Artful 50 3 4 7 5,50 ,647

Bad Good pop 50 3 4 7 5,52 ,677


The average mean of means for music background classic is 5,57.

~ 43 ~

This question, as a continuation of the question 7, presents the attitude of the

respondents for the commercial shot. The overall conclusion shows a positive

stance towards the advertisement. More specifically, the music background

rock appeared the highest average mean 6,08. Secondly, placed the music

background rock with average mean 5,74.Thirdly, rated the music background

classic with average 5,57. Last but not least the music background jazz with

mean 5,36.

Question 9: “Recalling symbol- slogan”

Measurement Scale: Nominal variable

Type of question: open question, mutually excluded contingencies

In this last question of the questionnaire, the respondents were asked to write

down both the symbol and the slogan which are appeared in the advertising

shot. The answer was structured in three options i) I don’t remember, ii)

correct answer , iii) wrong answer. The results are listed below based on

each music background.

~ 44 ~

Table 48 : Symbol – Pop


Valid I don't remember 11 22,0 22,0 22,0

Correct answer 38 76,0 76,0 98,0

Wrong answer 1 2,0 2,0 100,0

Total 50 100,0 100,0

~ 45 ~

Table 49 : Slogan – Pop




Wrong answer 2 4,0 4,0 100,0

Total 50 100,0 100,0

The music background pop showed that the 76% of the respondents answered correct for the symbol, while the 50% the did not remember the slogan of the commercial.

~ 46 ~

Table 50 : Symbol – Rock




Wrong answer 1 2,0 2,0 100,0

Total 50 100,0 100,0

~ 47 ~

Table 51 : Slogan – Rock




Wrong answer 2 4,0 4,0 100,0

Total 50 100,0 100,0

The music background rock revealed that the 86% of the sample gave the

correct for the symbol, while the 58% discount gave the correct answer for the

slogan of the commercial.

~ 48 ~

Table 52 : Symbol – Jazz




Wrong answer 3 6,0 6,0 100,0

Total 50 100,0 100,0

~ 49 ~

Table 53 : Slogan – Jazz




Wrong answer 8 16,0 16,0 100,0

Total 50 100,0 100,0

The music background jazz showed that the sample answered for both

symbol and slogan “I don’t remember”. More specifically, 54% for the symbol

and 66% for the slogan.

~ 50 ~

Table 54 : Symbol – Classic



Correct answer 35 70,0 70,0 100,0

Wrong answer 0 0,0 0,0 100,0

Total 50 100,0 100,0

~ 51 ~

Table 55 : Slogan – Classic



Correct answer 13 26,0 26,0 100,0

Wrong answer 0 0,0 0,0 100,0

Total 50 100,0 100,0

Lastly, the music background classic showed that the 70% of the respondents

answered the correct answer for the symbol, while the 74% “I don’t

remember” the slogan of the commercial.

From the results we conclude that the music background rock made the

respondents more dedicated while watching the advertisement shot than any

other music piece.

~ 52 ~

4.1.3 Mean – Comparison between the common questions of

the two questionnaires

At a second level analysis it is worth to compare the means between the

common questions of the two questionnaires before and after the exposure to

the commercial shot. All the samples have called to answer to the same

questions before and after the exposure to the commercial with only

difference the music background. In the following summarized table are

shown the results of average mean for each common question before and

after the exposure of the four separated samples.

Brand Attitude Before – After the Exposure

Table 56 : Brand Attitude Before - After the exposure

Pop Rock Jazz Classic

Mean Before 3.992 3.620 4.612 3.764

Mean After 5.248 4.920 5.008 4.548

Difference 31,46% 35,91% 8,59% 20,83%

~ 53 ~

The first common question of the two parts of the questionnaire is the attitude

towards the beer “Guinness” . The scale as we have already mentioned is

1(negative opinion) up to 7 (positive opinion). “Guinness” is a popular

Irish beer that originated in the brewery of Arthur Guinness (1725–1803) at

St. Jame’s Gate, Dublin. It is one of the most successful beer brands

worldwide .It is known for it’s authentic black color and the burnt flavor that is

derived from the roasted barley. Particularly in Greece area “Guinness”

introduced by the early 1980’s, and as for it’s rare flavor not ranked in the first

beers preference. From the table above , we can easily conclude to a neutral

attitude, as it can be seen from the mean of samples ranges from 3.620

(rock sample) up to 4.612 (jazz sample) before the exposure. After the

exposure, it should be mentioned an improvement attitude towards the brand

in all samples, with the highest percentage difference in the rock sample

(35,91%). As for the purchase intention, the means before the exposure were

ranked between 3,116 (jazz sample) up to 4,492 (classic sample). The results

after the exposure are shown an increase in the willingness of the purchase

intention with minimum mean 3,792 (jazz sample) up to maximum mean 5,440

(pop sample). The highest percentage difference is appeared in the pop

sample this time.

~ 54 ~

Table 57 : Purchase Intention Before - After the exposure

Pop Rock Jazz Classic

Mean Before 3.968 4.128 3.116 4.492

Mean After 5.440 5.280 3.792 5.048

Difference 37,10% 27,91% 21,69% 12,38%

~ 55 ~

4.2 Normality test - Paired Samples t-test - Wilcoxon test

To continue our analysis, beyond the descriptive statistics which is a first level

analysis, it is worthwhile to proceed to a second level analysis and examine

the potential differences between the means of the common questions. The

most common design is a measureable variable before and after some

“treatment”. The data of our experiment include two variables before and after

the exposure to the commercial shot for four randomly selected groups

(consists of fifty respondents). In this level we want to determine whether

there is evidence that the different music on the same commercial shot works.

There are two methods we could utilize, but first we have to examine the

normality of our sample data.

4.2.1 Normality Test

The Kolmogorov – Smirnov test examines the equality of continuous. Actually,

it compares the shape of our sample distribution to the shape of a normal

curve. It was examined the normality of our sample data for the common

questions of our questionnaires. In the table below are briefly presented the

results of the normality test and therefore the test was examined.

In more detail, if the p-value (Sig.) of both questions before and after the

exposure to the commercial shot is greater than 0,05, we proceed to the

Paired sample T-test. On the other hand, if the p-value of one’s of the same

variable before and after the exposure is less than 0,05, we proceed to the

Wilcoxon test. The first column describes the variables we examine, the

second refers to the means of each question, the third one presents the p-

value results from the SPSS analysis and the last one the results of the

normality test and as a consequence the appropriate method which is

followed for the significance of the means.

~ 56 ~

Table 58 : Test of Normality

VARIABLES Kolmogorov – Smirnova

Mean Sig. Results

Po

p

Mean Brand Attitude before the exposure

Mean Brand Attitude after the exposure

3,99 ,004 since p>0,05 and the other

p<0,05 WILCOXON TEST 5,24 ,058

Mean Purchase Intention before the exposure

Mean Purchase Intention after the exposure

3,96 ,200 since both of them are

p>0,05 T TEST PAIRED

SAMPLES 5,44 ,190

Ro

ck



3,62 ,001 since p<0,05 and the other

p>0,05 WILCOXON TEST 4,92 ,114





Jazz









Cla

ssic









~ 57 ~

4.2.2 Paired Samples T-Test

Paired samples T-test between the common questions of the two

questionnaires

The Paired sample T-test is a parametric method which requires a normal

distribution. In our experiment only one pair of variables follows a normal

distribution. In more detail, the mean purchase intention before and after the

exposure to the commercial shot with the pop music background. There is a

statistically significance because there is an appreciable difference between

the means before after the exposure to the commercial with the pop music

background. Particularly the respondents purchase intention is greater after

listening to the pop song. This could be certified from the reason that the pop

song fits and strengthens, better than any other genre of music, the message

of the commercial, Macclins and Park (1991). Consequently, is created a high

involvement between the product and the commercial.

Table 59 : Paired Sample T- test

VARIABLES Kolmogorov – Smirnova

Mean Correlation Sig. T-test Results

Po

p

Mean purchase intention

before the exposure

Mean purchase intention

after the exposure

3,96

,709 ,000

p<0,05 means a

statistically

significance after the

exposure to the

commercial shot 5,44

~ 58 ~

4.2.3 Wilcoxon Test

Wilcoxon test between the common questions of the two

questionnaires

The Wilcoxon test is the non-parametric test equivelant to the T-test.It is used

to compare two sets of scores that come from the same participants.The

purpose of matched samples is to evaluate whether the pairs of participants

differ significantly under the two conditions.

Assumptions :

Data are paired and the differences come from the same population

Each pair is chosen randomly and independent

The data are measured at least on an ordinal scale

The data did not be normally distributed, but the distribution of the

differences should be symmetric around the median

~ 59 ~

Table 60 : Wilcoxon Test

VARIABLES

Mean z Sig Results

Po

p

Mean Brand Attitude before the

exposure


3,99

-5,856b ,000

p<0,05 the difference at

their opinion is

statistically significant 5,24

Ro

ck


exposure


3,62

-5,930b ,000


their opinion is


Mean purchase intention before the

exposure

Mean purchase intention after the

exposure

4,12

-5,917b ,000


their opinion is


Jazz


exposure


4,61

-2,001b ,045


their opinion is



exposure


exposure

3,11

-3,427b ,001


their opinion is


Cla

ssic


exposure


3,76

-5,725b ,000


their opinion is



exposure


exposure

4,49

-5,112b ,000


their opinion is


~ 60 ~

a. Based on positive ranks.

b. Based on negative ranks.

The table above presents the results we obtain of the Wilcoxon test analysis.

The first column shows the variables for each music background before and

after the exposure to the commercial shot. The second column refers to the

means before and after the exposure. The third column refers to positive and

negative ranks (a= negative ranks which are the answers that converted into

more negative after the exposure of the videos, b= positive ranks which are

the answers that converted into more positive after the exposure of the

videos). The fourth column show the results of the test statistic table, from

which we can discover whether the changes led overall to a statistically

significant difference in pair scores. We are looking to the Assymp Sig. (2 –

tailed) value, which is the p-value of the test. The last one shows us in brief

the results.

Statistically significant present the differences between the means before and

after the exposure to the commercial shot with all the music backgrounds.

Both brand attitude and purchase intention tend to increase after the exposure

to the commercial. In more detail, as for the brand attitude the largest

difference before and after the exposure appears to the sample which was

exposed to the commercial with the rock background music. Secondly, with a

slight difference comes the sample with the pop background. Thirdly comes

the sample with classic music and far from the rest comes the sample with

jazz music.

As for the purchase intention, the rock music comes first with the greater

difference before and after the exposure. Second comes the sample with the

classic music and as last one the jazz music.

In both questions dominates the rock music and could be easily explained

from the plenty of men in the composition of the whole sample also of their

young age. As regards to the content of the commercial shot (men playing

~ 61 ~

basketball) which is a male issue seems to fit better the rock music (Table –

Music Fit). Last but not least , the nature of the advertized product which the

majority of people have combined with a heavy music.

4.2.4 Spearman’s Rho Analysis

The Spearman’s rank correlation coefficient is a non parametric measure of

statistical dependence between two variables. Like the conventional

correlation coefficient, r, can have any value between -1 and +1. A value of 0

indicates no relationship ,and values of +1 or -1, indicate a one to one

relationship between the variables or “perfect correlation”. More specifically, in

our experiment, beyond the t-test analysis, we tried to correlate different

variables before and after the exposure to the commercial shot. The following

tables, provide us a summary of the degree to which two variables are related.

The variable music preference was chosen to be correlated with all the

variables after the exposure to the commercial shot.

Table 61 : Music Preference – Mean brand attitude after the exposure

Correlation Sig. (2-tailed) Results

Pop ,183 ,203

Weak, no significant

correlation

Rock ,248 ,082


correlation

Jazz ,062 ,670


correlation

Classic ,005 ,972


correlation

As for the music preference and the attitude about the beer “Guinness” after

the exposure to the commercial shot, the results show as that there is no

significant correlation as well as a weak relationship in all four samples.

~ 62 ~

Table 62 : Music Preference – Mean purchase intention after the exposure


Pop ,149 ,303


correlation Rock

,359 ,011 Weak, Significant correlation

at the 0.05 level

Jazz ,135 ,348


correlation

Classic -,015 ,917


correlation

Secondly, we measured the strength of association between the music

preference and the purchase intention of the respondents after the exposure

to the commercial shot. The results for the samples which were exposed to

pop, jazz and classic commercial shot showed a weak relationship and no

significant correlation. It is worthwhile to mention that in classic sample there

is a weak also a negative relationship. In contrast, the rock sample shows

significant correlation with the purchase intention, in a level 0.05. At the first

part of the questionnaire the sample have ranked the pop genre as first

preference (mean=4.78) and second with a slight difference the rock genre

(mean=4,22). In conclusion, the rock commercial shot shows statistically

significance concerning with the purchase intention of the sample.

Table 63 : Music Preference – Mean commercial attitude


Pop ,206 ,151


correlation

Rock ,704 ,000

Strong, significant correlation

at the 0.01 level

Jazz ,256 ,072


correlation

Classic ,201 ,162


correlation

The next correlation, is the music preference with the commercial attitude.

One more time, the sample exposed to rock commercial shot shows a

~ 63 ~

strong, positive, significant correlation at a level 0.05. The rest four samples

indicates a weak relationship with no significance correlation.

Table 64 : Music Preference – Mean general commercial


Pop ,239 ,095


correlation Rock

,569 ,000 Strong, Significant correlation

at the 0.01 level

Jazz ,189 ,190


correlation

Classic ,288 ,043

Weak, Significant correlation

at the 0.01 level

As for the general attitude for the advertisement, we identify the same results.

More specifically, the rock sample indicates significant correlation with a

relatively high relationship. Surprisingly, the sample exposed to the classic

commercial shot showed significant correlation at a 0.05 level, although the

classic genre comes last in the preference list (mean=2.38).

As a conclusion of the Spearman’s analysis, it is worthwhile to present the

following tables. As a remarkable result is the music preference of the pop

sample with the music fit. The pop sample ranked the pop music first in the list

and indicates a significance correlation with the music fit. This means that the

pop music enforces the central message of the commercial shot regarding

with the pop sample.

Table 65 : Music Preference – Music fit


Pop ,500 ,000

Significant correlation at the

0.01 level

Table 66 : Music Preference – Music Expectations


Pop ,517 ,000

Significant correlation at the

0.01 level

~ 64 ~

CHAPTER 5 – FINDINGS OF THE RESEARCH

This study examined the relationship of music and consumer’s moods,

attitudes and behaviors’. The main purpose of this empirical study was to

examine the influence of music in consumer generated advertising towards

consumers. More specifically, the results of the survey measured the follows :

The emotional reactions stimulated among the respondents

The attitude towards the brand , overall evaluation and purchase

intention

The attitude towards the advertisement.

The conclusions were reached by carrying out a survey of on a random

sample of 200 Greek respondents (aged from 18 up to 30) who were exposed

to a commercial shot of a famous brand name. A questionnaire separated

into Part A and part B was answered by the respondents who were also

divided into four random groups. Each group watched the same commercial

shot with different music background (pop, rock, jazz, classic). The music

genre was selected from the famous ranked music’s. Below we quote the

most important results for each music background.

Pop Music

The music fit of the pop song with the commercial shot is appeared as

the highest from all the other music genres , with mean=5,66. This is

for the young age of the sample which is more sensitive to popular

music (Hoolbrook and Schilndler, 1989).

The expectations for the product in consumer’s mind are higher while

listening to pop song (mean=5,68).

The time perception of the commercial shot while listening to pop music

is diminished (mean=1,88). This means that the time while watching

the commercial shot with music background elapse pleasantly and

quickly.

~ 65 ~

As for the attitude towards the brand the pop background appeared the

highest average in comparison with the other music genres.

The purchase intention of the respondents appeared as the highest

than the other music genres (mean=5,44). It is worthwhile to mention

that also has the greater increase after watching he commercial shot.

Last but not least as for the attitude towards the commercial the

adjective that characterized better the feeling of the respondents is he

cheerfulness and in a scale from 1 up to 7 the mean=5,74 appears a

likeable commercial shot.

Rock Music

The music fit of the rock song comes second after the pop music with

mean=4,88

In regard to the music expectations ranked in the third place with

mean=5,28

As for the perceived duration comes second, close to pop music, with

mean=2,50

The average mean as for attitude towards the brand after the exposure

to the commercial shot is 4,92, the third one compared to the other

music genres. The percentage increase before and after the exposure

to the commercial shot is 35,91%, which means the highest difference

in consumer’s attitude.

For the rock music the purchase willingness has an average mean

5,28, listed in the second place of the music types. The difference

before and after the exposure is 27,91%

Lastly, the commercial attitude for those who listened to rock music is a

feeling of a stimulation. The same time these people have the best

opinion about the commercial shot from all the respondents of the

experiment.

~ 66 ~

Jazz Music

It is worthwhile to mention that jazz music ranked last in the list of

music expectations in consumer’s mind (mean=4,66). Although jazz

music is a high quality music the viewers did not combine it with the

advertising shot.

As for the attitude towards the brand though the average mean is 5,00,

which is the second in the list of average means, the percentage

increase is by far the lowest than any other music genre (8,59%). This

means that the impact of the jazz music towards the brand was very

little.

The influence of jazz music in purchase decision was very low with

mean 3,79.But the percentage increase 21,69% is not the lowest of

the sample before and after the exposure.

The feeling which was dominated in the group of jazz music regard to

advertisement was cheerfulness (mean=5,08). As for the overall

attitude the average mean was 5,36.

Classic Music

An interesting point found in the research was the fact that consumer’s

expectations towards the brand while listening to classic music created

a sense of a high quality product (mean=5,44).

The attitude towards the brand after the exposure of the commercial

shot increased in a degree of 20,83% which ranked the jazz music in

the third place.

The purchase willingness noted the less improvement (12,38%)

though in comparison with the other types ranked thirdly with an

average mean 5,05.

~ 67 ~

CHAPTER 6 – CONCLUSIONS

The liberalization of the advertisement , enabled the businesses also those

with a low budget to escape from the typical advertisements and design

efficient advertisements. In general, the reader of this report either is an

advertiser or the manager of a business may take cognizance to create a

better attitude for a product.

It is very important that marketers should take seriously how influence the

music variables the psychology and the mood of the consumer. For this

reason they could :

Combine the emotional reactions which evoke from the music with the

message that the want to communicate (Vinovich,1975)

Enhance the positive attitude or change the negative aspect of the

consumer while watching the commercial shot (Parrot, 1982, Shatin

1970)

Encourage mood congruent conditions, which means while the

consumer is listening to music remember specific experiences which

are related with this mood.

As a result, the commercial would be more convincing and likable to

consumer and could easily accept the commercial message.

Generally, the music in relation with the literature review is capable to:

Attract the consumer’s interest (Berlyne, 1974)

Transfer the commercial message (Hung, 2000)

Influence the perceived duration (Kellaris and Kent, 1992)

Influence the consumer’s impression as for the quality of the product

(Baker et al., 1994)

Reset in mind images, experiences which have already stored

(Macinnis and Park, 1991)

~ 68 ~

Create consumer’s expectations (Lane, 1990)

This acknowledge could give a competitive advantage to the marketers.

The role of music is centralized to emotional world and could react to the

psychological consumer’s world.

~ 69 ~

CHAPTER 7 – RESTRICTIONS AND SUGGESTIONS FUTURE

RESEARCH

This research addressed the influence of music in advertising on the

perception of the brand. One of the most common results arising from

researches is the fact that, when music is familiar to the consumer, it brings

more positive responses in relation to purchase willingness, the time

perception, the attitude for the brand and the level of satisfaction while

watching an advertisement. The findings also emphasize the effect of music

on emotional reactions and memories evoked. This means that the

impressions of the brand could be manipulated by the choice of specific

music pieces. The use of music in general, and the type of music in particular

must be carefully chosen by the advertisers in order to enable desired

associations with the product. One could conclude that a connection between

a piece of music is quickly learned “mere exposure”. Products advertised with

a certain piece of music seem to be identified rather quickly. There is also

much research that needs to be done and with this experiment we provide the

motivation. With the use of several methods it is possible to conclude in a

more detailed experiment which will conclude and other executive data of

commercial.

The basic problem during the conduct of this report are the conflict

conclusions of the several researchers as for the influence of music in the

commercial attitude. This is due to the individual investigation of the music

ignoring the influence of the other basic elements of a commercial. The music

background is only a part of a plenty of important elements, and we could

conclude to a misleading conclusion. For this purpose, our proposal is to

investigate as much as possible creative elements of a commercial. To

conclude, the model will be enriched with more variables and will successfully

interpret the general influence of all elements of the commercial.

In addition, future researches could conduct in executives advertisers or to

the clients and measure the role of music in commercial in interested

members.

~ 70 ~

Last but not least, we suggest he cooperation between musicians and

researcher marketers, so as musicians could choose the music variables or

compose music themes for commercials and on the other hand the marketers

make experiments in order to explain the conclusions.

~ 71 ~

APPENDICES

Questionnaire

PART A’

1. Age

Your Age :

………

2. Gender

Man

Woman

3. Music Preference

Circle one of the numbers in a scale 1 up to 7 in order to express the degree

of preference of the following music genres.

Pop 1 2 3 4 5 6 7

Rock 1 2 3 4 5 6 7

Jazz 1 2 3 4 5 6 7

Classic 1 2 3 4 5 6 7

4. Music familiarity

I don’t like

it at all I like it very

much

~ 72 ~

Circle one of the numbers 1 to 7 in order to express the degree of familiarity

with the following musical genres. (1=I hear it first time, 2=I have heard it very

few times, 3= I have heard it few times , 4=I have heard it sometimes, 5= I

have often heard it, 6= I have heard it several times, 7= I have heard it many

times)

Pop 1 2 3 4 5 6 7

Rock 1 2 3 4 5 6 7

Jazz 1 2 3 4 5 6 7

Classic 1 2 3 4 5 6 7

5. Attitude towards the brand

Circle one of the numbers 1 to 7 in order to describe your feelings towards

the beer Guiness

Unappealing 1 2 3 4 5 6 7 Appealing

Bad 1 2 3 4 5 6 7 Good

Unpleasant 1 2 3 4 5 6 7 Pleasant

Unfavorable 1 2 3 4 5 6 7 Favorable

Unlikable 1 2 3 4 5 6 7 Likeable

6.Purchase intention

Circle one of the numbers 1 to 7 in order to express the frequency of

purchasing the beer Guiness

Never 1 2 3 4 5 6 7 Definitely

Definitely Definitely

not intend to 1 2 3 4 5 6 7 intend to

buy buy

I hear it first

time

I have heard

it many

times

~ 73 ~

Very low Very high

purchase 1 2 3 4 5 6 7 purchase

interest interest

Definitely 1 2 3 4 5 6 7 Definitely

not buying it buying it

Probably not 1 2 3 4 5 6 7 Probably

buying it buying it

PART B’

1. Music Familiarity

Circle one of the numbers 1 to 7 in order to express your familiarity with

the music piece (1=I hear it first time, 2=I have heard it very few times, 3= I

have heard it few times , 4=I have heard it sometimes, 5= I have often

heard it, 6= I have heard it several times, 7= I have heard it many

times).*Each group exposed to the advertisement with only one background

music piece, as follows :

Group 1

Pop : She Wolf -Falling to pieces (David Guetta)

ω

1 2 3 4 5 6 7

Group 2

Rock : Black Betty 1977 (Ram Jam)

ω

1 2 3 4 5 6 7

I hear it first time I have heard it

many times


many times

~ 74 ~

Group 3

Jazz : Mess Around (Ray Charles)

ω

1 2 3 4 5 6 7

Group 4

Classic : Four Seasons (Vivaldi)

ω

1 2 3 4 5 6 7

2. Music Fit

Circle one of the numbers 1 to 7 in order to express the degree the music

piece enforces the commercial message (1=Not at all, 2=Not a little, 3=Not

very much, 4=More or less, 5=A little, 6= Very much, 7=Absolutely)

1 2 3 4 5 6 7

3. Music Expectations

Circle one of the numbers 1 to 7 in order to express the degree the music

piece creates a sense of a high value/positive image – low value/negative

image of the product (1=Not at all, 2=Very low, 3=Low, 4=Neither low nor

high, 5=High, 6= Very high, 7=Absolutely)

Not at all Absolutely


many times


many times

~ 75 ~

1 2 3 4 5 6 7

4. Time Perception

Circle one of the numbers 1 to 7 in order to express the perceived duration of

the commercial shot (1= Negligible short duration, 2= Very short duration, 3=

Short duration, 4= Neither short nor long duration, 5= Somewhat long

duration, 6= Long duration, 7= Very long duration)

1 2 3 4 5 6 7

5. Attitude towards the Brand

Circle one of the numbers 1 to 7 in order to express the attitude towards the

beer Guiness after the exposure to the commercial shot

Unappealing 1 2 3 4 5 6 7 Appealing

Bad 1 2 3 4 5 6 7 Good

Unpleasant 1 2 3 4 5 6 7 Pleasant

Unfavorable 1 2 3 4 5 6 7 Favorable

Unlikable 1 2 3 4 5 6 7 Likeable

Not at all Absolutely

Negligible short

duration

Very long duration

~ 76 ~

6. Purchase Intention

Circle one of the numbers 1 to 7 in order to express the purchase inention

of the beer Guiness, after the exposure to the commercial shot.

Never 1 2 3 4 5 6 7 Definitely

Definitely Definitely

not intend to 1 2 3 4 5 6 7 intend to

buy buy

Very low Very high

purchase 1 2 3 4 5 6 7 purchase

interest interest

Definitely 1 2 3 4 5 6 7 Definitely

not buying it buying it

Probably not 1 2 3 4 5 6 7 Probably

buying it buying it

7. Attitude towards the Advertisement

Circle one of the numbers 1 to 7 in order to express how the commercial shot

made you feel for the product Guiness

Cheerful 1 2 3 4 5 6 7

Pleased 1 2 3 4 5 6 7

Stimulated 1 2 3 4 5 6 7

Soothed 1 2 3 4 5 6 7

Insulted 1 2 3 4 5 6 7

Irritated 1 2 3 4 5 6 7

Repulsed 1 2 3 4 5 6 7

~ 77 ~

8. Attitude toward the advertisement:

Circle one of the numbers 1 to 7 in order to express your attitude towards the

advertisement of the product Guiness

Pleasant 1 2 3 4 5 6 7 Unpleasant

Likeable 1 2 3 4 5 6 7 Unlikeable

Interesting 1 2 3 4 5 6 7 Boring

Tasteful 1 2 3 4 5 6 7 Tasteless

Artless 1 2 3 4 5 6 7 Artful

Bad 1 2 3 4 5 6 7 Good

9. Recalling Symbol-Slogan

Α)Which musical instrument is used as a symbol of the brand?

………………………………………….

I don’t remember

Β)Which is the slogan of the advertisement?

………………………………………….

I don’t remember

Thank you for your participation

~ 78 ~

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~ 79 ~

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~ 80 ~

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http://www.guinness.com/

https://www.youtube.com/watch?v=0Vxjh6KJi8E

http://www.guinness.com/

https://www.youtube.com/watch?v=0Vxjh6KJi8E

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