1. The Effect of Music as a Driver in Commercials on purchase intention. Instructor: Kate Name: 陳建佑 Berec Student No. : 9822618

2. Contents Chapter One – Introduction Chapter Two – Literature Review Chapter Three – Methodology

3. Introduction –Background –Statement of the Problem –Purpose of the Study –Research Question

4. Chapter One – Introduction Background It is almost impossible to turn on the radio or the television, or walk into a retail establishment and not witness the marriage of art and commerce.

5. Chapter One – Introduction Background Even before the days of media and malls, music was a major force in consumer marketing. Without exception, music plays a vital role in the interactive process of consumer behavior.

6. Chapter One – Introduction Background Not surprisingly, this area of study has received considerable attention primarily focused on the impact of music on consumer responses to commercial advertising.

7. Chapter One – Introduction Statement of the Problem While it should not be surprising that the effect of music on advertising has been extensively researched, it should be surprising that a current, comprehensive, and critical review of the literature has not been completed.

8. Chapter One – Introduction Statement of the Problem Bruner (1990) provided an early collection of relevant research involving music and advertising as part of the literature review for his “Music, Mood and Marketing” but that is now more than a decade old.

9. Purpose of The Study This study aims to explore the relationship between musical advertising and consumer’s response. To investigate if there are any significant findings in consumer’s response when music presence and absence.

10. Research Question Does the music presence or absence influence behaviors’ moods and feelings resulting in higher purchase intention?

11. Literature Review Attitude toward the Ad Brand Recall Purchase Intention

12. Attitude toward the Ad Music has played an important role when affect the consumer’s behavior, but sometimes the attitude toward Ad will receive the conflicting results. When music appears to affect consumer’s feeling in choice making, it depends on the music whether fits or not. (Turley & Milliman, 2000)

13. Attitude toward the Ad consumer’s attitude or “internal evaluation” of a brand has always been an important consideration in marketing research and observed that hearing liked or disliked music can affect product preferences. (Allen & Madden, 1985 )

14. Brand Recall Recall of the brand is obviously a primary consideration in the evaluation of the effectiveness of music in advertising. When the music fit, the message processing of the ad was enhanced. (Park, 1991; North 2004).

15. Brand Recall. The presence or absence of music was shown to be both attention-getting and distracting. Musical fit, however, was shown to stimulate better recall of brands (Park & Young, 1988)

16. Purchase Intention it was observed that arousing music was found to produce greater degrees of mood enhancement thus positively affecting purchase intention. (Kellaris & Mantel, 1996 )

17. Methodology Participant: A gift shop served as the context of the study and 50 respondents were randomly selected from the customers leaving the store. Instrument –Literature Survey –Questionnaire survey

18. Thanks for your attention.