The effect of music and voice congruence on attitude toward the advertising and purchase intention

• Ano de defesa: 2022
• Autor(a) principal: Nascimento, Raquel de Sá
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: eng
• Instituição de defesa: Biblioteca Digitais de Teses e Dissertações da USP
• Palavras-chave em Português: Advertising; Comportamento do consumidor; Consumer behavior; Music; Música; Propaganda
• Link de acesso: https://www.teses.usp.br/teses/disponiveis/12/12139/tde-17032023-132820/

Consumer attention is considered a rare and precious resource. In other words, it is difficult to obtain and easily lost (Angell et al, 2016). Several studies indicate that music can impact consumers\' behavior, such as attention, attitudes, purchase intention, etc. However, musical elements, such as the singers gender, can impact attitudes towards the advertising and purchase intention when the music style is congruent or incongruent with the advertising. To analyze the effect, literature concerning music congruence and voice was reviewed, and an experiment was conducted through an online survey. Results indicate that the singers voice does not moderate the music style-advertising congruence relation. However, several insights about the singers voice indicate that male and female voices can change the music style perception. The research suggests that music style may influence the attitude towards the advertising but not influence purchase intention.