廣告音樂在不同涉入型態下之效果與影響機制

彭縱仁; 練乃華

doi:10.6504/JOM.2005.22.04.01

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P415 - 428

社会科学 > 管理学

DOI： 10.6504/JOM

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广告音乐在不同涉入型态下之效果与影响机制

The Mechanism of Music on Advertising Effects under Different Involvement Conditions

彭纵仁(Tsung-Jen Peng) ；练乃华(Nai-Hwa Lien)

管理学报； 22 卷 4 期 (2005 / 08 / 01) ， P415 - 428

繁体中文 DOI： 10.6504/JOM.2005.22.04.01

音乐讯息一致性；音乐评价；认知涉入；情感涉入；同理心； Music-Message Congruency ； Music Valence ； Cognitive Involvement ； Affective Involvement ； Empathy

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摘要 │ 参考文献 (43) │ 被引用文献 (5) │ 国际计量

摘要〈TOP〉

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Music is widely used in advertisements today. This study aims to investigate how the characteristics of music influence the effectiveness of advertising. The two music characteristics under investigation are music-message congruence (i.e., the extent the music matches with the advertising message) and music valence (i.e., consumer's evaluation of the music). Previous research has indicated that music in advertising can induce psychological responses and facilitate advertising effectiveness, but the underlying mechanism was less examined. This study focuses two music-evoked psychological responses, emotion and empathy, and investigates how these psychological responses lead to favorable attitudes toward the advertisement and the brand. Previous studies also showed that the effects of music may vary with consumer involvement. Therefore, the moderating effects of the type of involvement are also examined.
After reviewing relevant literature, the authors propose that the mechanism of music on advertising effects varies with the type of consumer involvement. Under affective involvement condition, the process may follow the ”mixed influence model” (see Figure 1), which predicts that both music-message congruence and music valence can evoke psychological responses and attitudes. Under cognitive involvement condition, the influencing process of music may follow the ”partial influence model” (see Figure 2), which predicts that music-message congruence is the major drive of music effects. 
This study employs a 2×2 between-subject experiment design to test the hypotheses. The two independent variables are music-message congruence (high versus low) and music valence (positive vs. neutral). Four pieces of music were selected through two pilot studies and then edited into the same TV commercial for a fictitious brand (i.e., Denmark) of beer to make four different versions of ads. Three hundred and seventy-one college students were randomly assigned to view one of these four ads. Subjects were then classified into cognitive involvement (n=155), affective involvement (n=153), or low involvement (n=63) group based on their responses to the cognitive-affective involvement scale (Celuch and Slama, 1998; Park and Young, 1986). Separate structural equation analyses were conducted for subjects with cognitive and affective involvement with the advertisement.
The results show that all of our hypotheses are supported. The ”partial influence model” is the best fit model for cognitively-involved consumers and the ”mixed influence model” is for affectively-involved consumers. Music-message congruence has a direct impact on empathy and ad attitude under all circumstances. Music valence, on the other hand, influences emotion and ad attitude under affective involvement condition only. Emotion leads to empathy, and empathy leads to ad attitude under both types of involvement. Emotion also has direct effects on ad attitude under cognitive involvement condition. Empathy can lead to brand attitude under cognitive, but not affective involvement condition. 
This study also compares the effect sizes of music-message congruence and music valence. It is found that both music characteristics lead to favorable ad and brand attitudes for affective involvement group, but music-message congruence has greater effect than music valence. For cognitive involvement group, only music-message congruence would work. Therefore, music-message congruence is a relatively important factor to consider when choosing advertising music.
Regarding the mediating effects of empathy and emotion, this study found that emotion is more likely to be influenced by consumers' evaluation of music, while empathy is more likely to be evoked by music consistent with ad message. In addition, positive emotion leads to greater empathy. In other words, emotion seems to be a direct response to music, and empathy is a higher-level response. The temporal relationship of emotion and empathy is similar to the arguments of Stout and Leckenby (1986) and is worthy of future investigations.

参考文献 ( 43 ) 〈TOP〉

Aaker, David A.,Douglas M. Stayman(1989).Cognitive and Affective Response to Advertising.Lexington, MA:Lexington Books.
Alpert, Judy I.,Mark I. Alpert(1988).Advances in Consume, Research.Honolulu, HI:Association of Consumer Research.
Bagozzi, Richard P.,David J. Moore(1994).Public Service Advertisements: Emotions and Empathy Guide Prosocial Behavior.Journal of Marketing,58,56-70.
Bagozzi, Richard P.,Yougac Yi(1988).On the Evaluation of Structural Equation Models.Journal of the Academy of Marketing Sciences,16(1),74-94.
Baker, Julie,Dhruv Grewal,Michael Levy(1992).An Experimental Approach to Making Retail Store Environmental Decisions.Journal of Retailing,68(4),445-460.

被引用文献 ( 5 ) 〈TOP〉

黄铭章、孙诗苹(2008)。产品知识、涉入程度对处方药药商广告效果之影响。行销评论，5(1)，81-103。
罗雁红、罗文坤、锺宜珈(2015)。品牌联盟中产品涉入程度对知觉价值与购买意愿的影响－以文化创意产业为例。中国广告学刊，20，54-85。
杨朝明、郭凯婷(2013)。电视广告音乐之型态在不同广告涉入度下对广告效果的影响。设计学报，18(2)，25-47。
游志青、王子骏(2013)。大学戏剧通识课程对非艺术科系大学生戏剧知识、涉入程度与观赏行为之影响。艺术教育研究，25，37-71。
(2009)。检视高低休闲涉入游客之体验与依附间关系之研究：以莺歌地区爲例。造园景观学报，15(4)，51-75。

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