Operant conditioning changes events and/or consequences ..

1
Music, Attention, Affect

• Background music
• Expectations about future outcomes
• Enhance/reduce affective impact of activities
• Affective reactions
• Cognitive processing activities
• Memory recall

2
Music and Activity

• Foreshadowing or accompanying
• Congruent or incongruent
• Expectation of events
• Memory of events
• Commonly used in film, theatre, opera, etc.

3
Effectiveness

• Thayer Levenson (1983)
• Background music and behavioural effect
• Monitored physiological (GSR) reaction
• Film on industrial accident
• Relaxing documentary or horror music
• Higher physiological arousal with horror music
• Music alters degree of internal arousal

4
Effectiveness

• Marshall Cohen (1988)
• Film of moving geometric figures (2 triangles
  circle)
• Personality traits associated with figures
  (Heider Simmel, 1944)
• Affective impressions of figures changed with
  background music
• e.g., large triangle more agitated and
  aggressive with louder, more active music
  smaller triangle more salient with weak music
• Mood dimensions of music direct viewers
  attention to figures activity levels

5
Boltz, Schulkind Kantra (1991)

• Background music and film scenes
• Music either
• Accompanied scenes outcome
• Accentuated affective meaning
• Foreshadowed the scene
• Created expectations about future course of
  events
• Congruent or incongruent with events of scene

6
Memory Recall

• Expectancy violations from mood-incongruent
  relations --gt better recall in foreshadowing
  condition
• Mood-congruent relations --gt better recall in
  accompanying condition
• Selective-attending processes

7
Memory Assistance

• Scenes not recalled on recognition task
• Details recalled when cued by background music

8
Perceptual Processing

• Pre-attentive processing
• Break perceptual input into units
• Direct attention to relevant stimuli
• Gestalt psychology
• Applicable to audiovisual objects
• Music paired with visuals

9
Music in Commercials

• Contextualizing element
• Interpret images in ways consistent with music
• Help organize complex imagery
• Extract salient details from background noise

10
Teaser Ads

• Television ads
• Highly visual
• Limited explanatory content
• Rely on imagery to induce attitude to brand
• Mickey-mousing
• Film scoring technique
• Visual action mirrored/paired with auditory track

11
Hung (2001)

• 30 sec. TV ad for upscale Singapore shopping mall
  (Raffles)
• Attractive young men women, formal dress, in
  studio settings
• Paired with one of two music tracks
• Vivaldis LAmoroso in E-major or Garbages
  Supervixen

12
Results

• Music produced differences in affective state
• Questionnaires for image and emotion scale
• Vivaldi
• Successful, imaginative, calm
• Garbage
• Daring, annoying, boring
• Music affects meaning perceptions

13
Focus Group Discussion

• Raffles-Vivaldi
• Upscale exclusive darker designer boutiques
• Raffles-Garbage
• Youth, in mall for 20-30 year olds brighter
• Music tempo
• Same for Vivaldi and Garbage
• But Garbage perceived to be faster
• Carried over to RG commercial scene cuts
  perceived as quicker

14
Knowledge Attribution

• Vivaldi Baroque, Garbage Brit pop
• Association source?
• Vivaldi due to music or subjects (18-22 year
  olds) conditioned expectations?
• e.g., Classical music old and stuffy
• Hung suggests two music selections should come
  from same genre

15
Sexual Appeals

• Overt sexual information
• Images and/or verbal elements (US)
• Nudity, behaviour, physical attractiveness,
  double entendre, etc.
• Evokes sexual thoughts, physiological response,
  and/or affect (UR --gt CR)

16
Picking Your Target Audience

• Difficult to utilize sex appeal across sexes in
  same ad
• e.g., female
• e.g., male

17
Perceptual Processing

• Sexual content reduces viewers perception and/or
  processing of brand
• Attention directed at sexual content
• Ad does attract attention, just not focused on
  the product

18
Emotional Impact

• Positive correlation between positive arousal
  from sexual content and ad evaluation
• Influencing factors
• Gender, explicitness of appeal
• Attitudes influenced by relevance of sexual
  content to product

19
Elaboration Likelihood Model

• ELM used to understand role of sexual appeals in
  persuasion
• Persuasion along a continuum of elaboration
• Central route processing
• Persuasion from extensive issue-relevant thinking
• Sexual content distracts from effortful
  elaboration
• Lack of consideration of brand

20
Highly Attractive Models

• Studies show humans prefer attractive to
  unattractive people
• Attractiveness as US
• But, research on the effectiveness of HAMs in
  advertisement is inconsistent

21
Convergence

• Convergence of product and message communicated
  by models image
• Model-product match-up
• Traditional view HAMs most effectively matched
  with attractiveness-relevant products
• But different types of attractiveness-relevant
  products may not all work with HAMs

22
Methodologies

• Older studies
• HAMs vs. unattractive models (UMs)
• More realistic, ecologically valid approach
• HAMs vs. normally attractive models (NAMs)

23
Bower Landreth (2001)

• HAMS and NAMs
• Different types of attractiveness-relevant
  products

24
Topics of Investigation

• Beautiful people perceived as having better,
  trouble-free lives
• NAMS may fit better with problem-solving
  attractiveness-relevant products
• Does model-product matching influence ad
  effectiveness through product argument or from
  model credibility?

25
Issues

• Model attractiveness and trustworthiness
• Model expertise for attractiveness-enhancing vs.
  problem-solving products
• Matching model with product information

26
Design

• Lipstick and jewelry as enhancing products
• Acne medication as problem-solving product
• HAM and NAM photographs
• 250 female subjects
• Survey forms

27
Results

• HAMs well suited to pairings with
  attractiveness-enhancing products
• HAMs and NAMs equally effective in ads for
  problem-solving products
• Kahle Homer (1985) showed attractive
  celebrities more effective for selling razors
• Confound?
• No correlation between trustworthiness and
  attractiveness

28
Laneige

• Advertisement
• Comment?

29
Baker Churchill (1977)

• Model/product match-up
• Mock print ads
• Variables
• Male female models
• Coffee vs. perfume/cologne
• Subjects sex

30
Results

• For female subjects
• Product type and physical attractiveness had no
  effect on purchase intention
• For male subjects
• Affected by female model attractiveness
• Moderated by product type
• Attractiveness-unrelated (coffee), unattractive
  female model --gt higher purchase intention
• Attractiveness-related (cologne), attractive
  female model --gt higher purchase intention

31
Decorative Models

• Model irrelevant/unnecessary
• Smith Engle (1968)
• Sexy vs. unsexy model with automobile
• Sexy model makes male and female subjects rate
  car as more
• Appealing, lively, youthful, faster
• Steadman (1969)
• Mock advertisements with erotic/non-erotic models
• Erotic ads inhibited delayed recall (7 days)

32
Match-up?

• Paris Hilton

33
HAMs in Marketing

• Negative consequences?
• Body image issues
• Negative feelings

34
Do Women Care?

• Richins (1991)
• Young adult females
• Half compare themselves frequently with models in
  clothing cosmetics ads
• One third report the ads produce personal
  dissatisfaction with their own appearance
• Ingrassia (1995)
• 90 of white junior high school girls have
  some level of dissatisfaction with weight

35
Transfer?

• Negative feelings from HAMs
• Affect on brand?
• Transfer?
• Female consumers have complained of HAM use
• Special K models
• Calvin Klein jean ad use of Kate Moss
• Culture jamming (Ad Busters)

36
Social Comparison Jealously (SCJ)

• Jealousy and envy produced by comparison to
  perceived superior
• Negative effects
• Depression
• Helplessness
• Desire for revenge
• Frustration
• Anxiety

37
Behavioural Consequences

• Derogation/disparaging of comparison other
• Attempt to preserve self-esteem

38
What is Beautiful is Good

• Dion et al. (1972)
• College men and women
• Physically attractive people have more socially
  desirable traits
• e.g., strength, sexual warmth, sensitivity,
  kindness, poise, modesty, better character
• Belief beautiful people lead better lives
• SCJ may attenuate this belief

39
HAM Derogation Endorser Effectiveness

• Negative feelings from SCJ
• Impact on HAM effectiveness?
• Derogation of HAM at
• Individual level
• Effectiveness as persuader
• HAM works on product via
• Spokesperson expertise and/or
• Product effectiveness argument

40
Bower (2001)

• Hypothesized effects of negative affect from HAM
  SCJ

Model expertise
Negative affect
Product evaluation
Product intention
Product Argument evaluation
41
Study 1

• 130 undergraduate women
• HAM and treadmill photo
• Measures for
• Model beauty
• Subject comparison
• Negative affect
• HAM expertise
• Product assessment
• Derogatory assessment

42
Comparator/Non-comparator

• Does the subject compare herself to HAM?
• If yes
• Increased negative affect
• Decreased evaluation of HAM as credible
  spokesperson product argument
• If no
• No SCJ effect

43
Study 2

• Treadmill might have biased toward body image
• 110 undergraduate women
• HAM and hair highlighting kit photo
• Relative few comparators
• Comparators find model more attractive than
  themselves and show negative affect
• Not significant effect on product vs.
  non-comparators

44
Conclusions

• Comparator/non-comparator important
• If comparator, SCJ of HAM has negative impact on
  brand
• Should be somewhat cautious of results
• Model type
• Product
• Race of subject and model

45
Societal Marketing

• Social causes
• e.g., Conservation, equal rights, etc.
• Public service announcement (PSA)
• Increase public awareness
• Change beliefs, attitudes, behaviours
• Observed by large cross-section of population
• Help-self (use fear) or help-other PSAs

46
PSAs and Sexual Content

• Sexual content increases attention to ad but
  interferes with product knowledge
• PSAs poorly remembered and often ignored
• Can sexual content increase attention to PSAs?

47
PSA and Sexual Content

• Israeli beach

48
Reichert, Heckler Jackson (2001)

• Sexual and non-sexual PSAs for 13 social
  marketing topics
• e.g., healthy eating, reading, HIV prevention
• Mock print ads
• Dominant visual, headline, core message
• Images of heterosexual couples from photo
  archives
• Sexual or non-sexual visual and headline

49
Measures

• Questionnaires
• Thoughts and cognitions
• Free responding immediately after viewing each
  PSA
• Persuasion and communication
• Attitude, belief, and behavioural intention
  scales
• Measures of attention, interest, impact on
  thinking about topic

50
Results

• Sexual PSAs generate more favourable
  execution-related thoughts than non-sexual PSAs
• Sexual and non-sexual PSAs generated same level
  of message-related thoughts
• Sexual PSAs stimulated less elaboration (e.g.,
  additional thoughts on topic) than non-sexual
  PSAs
• Subjects were more likely to agree with PSAs
  using sexual appeals

51
Conclusions

• Sexual appeals persuasive for social marketing
  campaigns
• Best when sexual appeal relevant to topic
• Long term persuasion due to cognitive processes,
  so sexual PSAs effectiveness may be temporary
• Sexual appeals are attention getting, likeable,
  dynamic, and focus interest on ads topic
• Good in saturated market
• Sexual appeal decreases elaboration of message
  content

52
PSA

• Guardian Angel