Introduction
In the modern high-competitive world, companies develop various strategies to promote their products and services. One such strategy is using music and relying on its effectiveness on consumers. A recent study suggests that music has the ability to influence attention span and product evaluation (Kim 215). Moreover, with the spread of COVID-19 affecting multiple areas of life, consumer behavior is also changing. People from different generations tend to prefer online shopping these days, so research recommends implementing more music in online stores (Kim 214-215). With that being said, one can assume that music has the power to persuade consumers.
The Use of Music
First, to support the proposed above assumption, there is a need to analyze how music affects consumers in general. Music can affect people at cognitive, affective, and behavioral levels. While some companies may pay more attention to changing consumer behavior, the two former levels should not be omitted (Sunaga 253). At the cognitive level, music attracts attention and enhances recall, whereas the affective level improves attitude towards the advertised product or service (Sunaga 253). Overall, for a longer-lasting effect of an advertisement, companies should consider tunes that impact each of the mentioned levels.
Next, the use of music in advertising needs to be explored more. Research suggests that the rational use of music can promote emotional integration and increase consumption impulse (Hou et al. 252). Furthermore, different types of music in a store can affect the time that the customer spends purchasing (Hou et al. 252). Music enhances the visual experience of an advertisement and impacts brand information transmission (Hou et al. 251). In other words, music can be used to build a brand personality that forms associations and attitudes towards a company, service, or product (Hou et al. 251). The brand attitude will be superior when evoked by a pleasant sound rather than an unpleasant one (Hou et al. 252). Moreover, in different market segments, consumers’ emotional experiences from the same music can vary (Hou et al. 265). Therefore, there is a need to analyze the effectiveness of music.
The Effectiveness of Music
Music’s effectiveness in advertising can be examined based on consumer response. The response can vary in relation to a person’s previous experiences with music and different listening occasions (Craton et al. 20). Previous experiences depend on the consumer’s access to the entire catalog of recorded music, whereas listening occasions can be voluntary or involuntary and happen during activities or within a program content (Craton et al. 20). Moreover, the effectiveness of music depends on its congruency to the context of the marketing message. If the meaning of music in the advertisement does not comply with the context of its message, the consumer’s cognitive resources are focused on finding a connection and not on the product itself (Sunaga 254). Therefore, the effectiveness increases when music is congruent with the message. For example, research shows that tasting wines while listening to matching music increases overall enjoyment compared to tasting with no music (Sunaga 254). Consumer response can affect the effectiveness of music in advertising based on a person’s attitude towards music in general, the situation in which the advertisement is perceived, and its context.
Following that, the effectiveness of music in advertising also depends on the perception of particular features of music. For example, rhythm accounts for the entertainment of a sound and can enhance the cognitive impression of communion with people portrayed in advertisements (Craton et al. 25). On the other hand, pitch detects how high or low a musical note is but also affects consumers’ feelings (Craton et al. 24). High-pitched music promotes excitement and happiness, whereas low-pitched sounds are associated with calmness and sadness (Raja et al. 876). Finding a balance between features of music can affect consumers’ emotions and the overall perception of the advertisement.
Genres of Music
Next, one can assume that since music can affect people differently, it should be used for different purposes in varying advertisements. Research suggests that music should be used to communicate with consumers and therefore needs to be carefully matched with the advertisement (Westoby). For effective communication, music should be able to create an emotional connection, build trust, and affect future behavior (Westoby). For example, in some cases, traditional music can be more effective than modern songs as it is more associated with longevity and stability (Westoby). Following that, there is a need to investigate the use of particular genres of music in advertising.
Before analyzing musical genres, it is important to clarify the differences between them in general. Although there are several known names for genres in public, the scientific literature does not consent to one specific classification. For example, some authors recognize the following music genres: classical, blues, dance, pop, rap, country, jazz, Latin, rhythm and blues (R&B), and rock (DikÄŤius et al. 74). Contrarily, other authors identify more genres and categorize them into four dimensions based on their impact (DikÄŤius et al. 74). The first dimension accounts for reflexivity and complexity and includes blues, jazz, folk, and classical music (DikÄŤius et al. 74). The next dimension is associated with intensity and rebelliousness, consisting of rock, heavy metal, and alternative music (DikÄŤius et al. 74). The third dimension reflects simplicity and optimism and includes popular, country, and religious music (DikÄŤius et al. 74). The last dimension accounts for energy and rhythm, consisting of rap, rock, soul, funk, and electronic music (DikÄŤius et al. 74). While the two described classifications vary significantly, the second one associates music genres with emotions that can be felt by consumers while listening to certain songs.
Following that, some companies tend to focus on using only one particular genre in their advertisements. For example, airlines such as Air France often rely on classical music in their marketing strategies (Abolhasani et al. 479). As Air France uses compositions like Mozart’s Concerto No. 23, the company aspires to promote its brand and services with characteristics such as elegance and class (Abolhasani et al. 480). By associating people who understand the work of a renowned classical composer with overseas air travel, the company promotes the idea of becoming a member of an aspirational social class (Abolhasani et al. 480). Using mainly genres such as classical music, companies can show consumers that they should strive to join a narrow circle of intelligent people. In general, classical music is often used to promote elegant or sophisticated products (Breves et al. 91). Moreover, this example supports the described above classification of genres into four dimensions, with classical music associated with complexity.
On the other hand, some companies use a particular genre to address certain groups of clients. For instance, brands can focus on popular music to approach young consumers represented by millennials and generation Z and characterized by technologies and endless access to various music from around the globe (Cha et al. 1133). Research shows that the brains of people from young generations respond to pop music by creating a musical reality that “unfolds in real-time” (qtd. in Cha et al. 1144). In other words, popular music generates sensations that are stimulated by high and fast frequencies of tunes (Cha et al. 1144). As their brains are still maturing, young consumers need stimulation to develop attention and interest (Cha et al. 1144). Overall, by using genres such as pop music, companies can attract people from young generations who are forming the future population.
While popular music is helpful in approaching young people, it can be used for a wider range of consumers. Pop songs can increase attention, emotion, and memory towards a brand and signal clients that the advertised product is safe to purchase (Vines). However, there are some limitations to the use of tunes from this genre. While more famous songs are associated with rich and renowned musicians, they can also take consumers’ attention away from the presented product or service (Vines). With that being said, popular music is the most commonly used genre featured in the promotion of products such as groceries, nonalcoholic beverages, and body-care products (Breves et al. 96). Although pop music is effective in advertising, it should be used with caution to keep clients interested in a brand rather than a song or an artist.
Next, research suggests that some genres of music are associated better with certain foods, one of those genres being jazz. As jazz music is often rated as pleasant and calming, it promotes a feeling of relaxation, which is connected to healthy habits (Motoki et al. 3). While jazz can increase preferences for sweet foods, it was also found to induce positive feelings that can be associated with higher preferences for healthy foods (Motoki et al. 3). Overall, research suggests that brands that focus on healthy savory foods implement jazz over other genres in their advertising (Motoki et al. 3). Although different genres of music can be associated with various types of food, using jazz may be more helpful in promoting healthy foods.
Following that, there are plentiful musical genres that need to be analyzed. For example, in contrast to mentioned above classical music, rock can be more helpful in portraying confidence and rebellion and should be used to advertise products such as beer or jeans (Breves et al. 91). Although, as stated earlier, popular music is used more in advertisements, research suggests that companies should consider implementing other genres to create a unique brand image and approach a less generic audience (Breves et al. 99). However, there are certain conditions to using various genres of music.
As mentioned before, consumers can have different responses to music used in advertising, so it is crucial to focus on genres appropriate to each brand, product, and service. For instance, in promoting higher education, people may think of a university as unpleasant if it is advertised with dance music or sophisticated if advertised with classical music (Breves et al. 91). Moreover, even bottled water can be perceived as “agitated and animated” or “quiet and calming,” depending on the use of a variety of popular music such as neo-classical pop music (qtd. in Breves et al. 91). Research suggests that a genre appropriately selected for a certain product affects consumer commitment as they are more likely to remember the product, choose it over others, and even pay more (Breves et al. 91). As genres of music affect consumers’ perception of a product and commitment to a brand, companies should be careful in implementing certain tunes.
Following that, to expand the above suggestion of implementing various genres of music, there is a need to mention that some genres can have more negative outcomes. For instance, the results of researching advertising agencies and academic articles did not provide much relevant information on the use of rap music. This suggests that rap is not actively used in advertising, which may be explained by a recent study on rap music attitudes. Although the study states that rap is frequently used in advertising campaigns, it also describes how this genre is perceived by critics (Dunbar 612). Despite rap music becoming more popular, it is often perceived as promoting criminal behavior (Dunbar 612). Moreover, for some people, rap can still be associated with violence, poverty, and the loss of loved ones (Dunbar 613). Others perceive this genre as artistic expression of structural inequalities (Dunbar 616). Although rap music is different now and expresses more positive emotions, it seems that companies tend to omit this genre to avoid failure in promoting their products and services.
In addition, while some companies tend to use music in their advertisements, it is also important to analyze the use of environmental music to persuade consumers, which typically is not characterized by committing to one particular genre. For example, retailers use a variety of music in the retail environment to stimulate customers to purchase. Advertising music makes the retail environment pleasing and satisfactory, affecting consumers’ buying behavior (Raja et al. 874). Due to a wide range of clients, retailers vary between international, national, and regional music (Raja et al. 872). For instance, retailers use classical music to stimulate customers to purchase more expensive products (Raja et al. 876). Moreover, in-store music can affect commitment to a brand by influencing prior perceptions of the brand (Raja et al. 877). Although music used in the retail environment may not be characterized as direct advertising, it can persuade consumers and impact their relationships with brands.
Recommendations
Despite its effectiveness, since companies should be careful in implementing music in their advertisements, there is a need for recommendations in selecting tunes that would affect consumers better. First, companies should consider music’s genre, style, and structural characteristics along with listeners’ musical taste and individual characteristics such as culture or age (Anglada-Tort et al. 96). Second, it is significant to consider consumers’ possible ongoing activities and the social context of the environment translating advertisements (Anglada-Tort et al. 96). Next, as mentioned above, companies have to think of the message of advertisement as it is one of the most critical factors in the communication and persuasion of clients (Anglada-Tort et al. 96). Furthermore, although research shows that consumers do not pay much attention to the source of music, it should be determined with caution (Anglada-Tort et al. 105). Deciding between commissioned, existing, or altered music may affect the production of advertisement and its costs (Anglada-Tort et al. 97). Companies should conduct a thorough examination of various aspects before using music in their advertisements.
The effects of COVID-19
Finally, establishing the need to support the proposed in the beginning assumption is important regarding people’s relation to music in the times of COVID-19. Research shows that people these days listen to music more, partially for mood improvement and to energize themselves (Ziv and Revital 11). As music makes people feel connected to others, it can be used in advertising to create a sense of belonging (Ziv and Revital 2). Moreover, using popular tunes can show consumers that they share preferences with those portrayed in advertisements and increase attraction to promoted products and services (Ziv and Revital 2). However, it is questionable how morally right implementing more music in advertisements is during these days, although it can be used to promote more healthy products in public. Overall, with the spread of the virus, people tend to listen to more music which can positively affect its use in advertising.
Conslusion
To summarize, music can persuade consumers, but several aspects need to be considered for the results to be positive. Music can affect consumers by expressing shared preferences, emotionally connecting them to people and situations portrayed in advertisements, and creating a sense of belonging to a certain community. Music can also impact recognition of a brand and commitment to it. However, one of the most important aspects is that consumers’ responses to music in advertising can vary. First, the responses may be negative if the message of the advertisement does not comply with the context of the used tune. Second, the responses will vary depending on the genre of music. While genres such as classical or popular music are perceived well among consumers and therefore are used more, genres like rap music have more negative associations and are implemented less by companies. As music can affect consumer behavior, companies should use it but with caution.
Works Cited
Abolhasani, Morteza, et al. “Music in Advertising and Consumer Identity: The Search for Heideggerian Authenticity.” Marketing Theory, vol. 17, no. 4, 2017, pp. 473-490.
Anglada-Tort, Manuel, et al. “The Impact of Source Effects on the Evaluation of Music for Advertising: Are there Differences in How Advertising Professionals and Consumers Judge Music?” Journal of Advertising Research, vol. 61, no. 1, 2021, pp. 95-109.
Breves, Priska, et al. “Identifying Opportunities to Optimize the Music in TV Commercials: A Systematic Content Analysis.” Journal of Current Issues & Research in Advertising, vol. 41, no. 1, 2020, pp. 88-103.
Cha, Kyoung Cheon, et al. “Young Consumers’ Brain Responses to Pop Music on YouTube.” Asia Pacific Journal of Marketing and Logistics, vol. 32, no. 5, 2019, pp. 1132-1148.
Craton, Lincoln, et al. “Results May Vary: Overcoming Variability in Consumer Response to Advertising Music.” Psychology & Marketing, vol. 34, no. 1, 2017, pp. 19-39.
DikÄŤius, Vytautas, et al. “The Influence of the Music Genre on the Emotional Consumer Response and Intentions to Purchase Online.” Trends in Economics and Management, vol. 13, no. 33, 2019, pp. 71-85.
Dunbar, Adam. “Experimental Evaluation of Rap Music Attitudes.” The Encyclopedia of Research Methods in Criminology and Criminal Justice, vol. 2, 2021, pp. 612-619.
Hou, Jianrong, et al. “The Impact of Consistency Between the Emotional Feature of Advertising Music and Brand Personality on Brand Experience.” Journal of Management Analytics, vol. 6, no. 3, 2019, pp. 250-268.
Kim, Rae Yule. “The Impact of COVID-19 on Consumers: Preparing for Digital Sales.” IEEE Engineering Management Review, vol. 48, no. 3, 2020, pp. 212-218.
Motoki, Kosuke, et al. “Is Classical Music Sweeter than Jazz? Crossmodal Influences of Background Music and Taste/Flavour on Healthy and Indulgent Food Preferences.” Food Quality and Preference, vol. 96, 2021, pp. 1-11.
Raja, Washim, et al. “Advertising Music: An Alternative Atmospheric Stimulus to Retail Music.” International Journal of Retail & Distribution Management, vol. 47, no. 8, 2019, pp. 872-892.
Sunaga, Tsutomu. “How the Sound Frequency of Background Music Influences Consumers’ Perceptions and Decision Making.” Psychology & Marketing, vol. 35, no. 4, 2018, pp. 253-267.
Vines, Bradly. “The Celebrity Power of Music in Advertisements.” Nielsen, 2017.
Westoby, Nikki. “Perspectives: A Small Change Makes a Big Difference.”Nielsen, 2017.
Ziv, Naomi, and Revital Hollander-Shabtai. “Music and COVID-19: Changes in Uses and Emotional Reaction to Music under Stay-at-Home Restrictions.” Psychology of Music, vol. 0, 2021, pp. 1-17.