A carregar...
Publicação
Música clássica versus. eletrónica em anúncios: impactos no conhecimento e avaliação global do produto e na atitude face ao anúncio
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 3.15 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
A presente dissertação pretende investigar a influência da utilização de um
anúncio de música clássica, em comparação com música eletrónica, nas perceções dos
consumidores. Mais concretamente, procurou-se perceber de que forma é que a música
de fundo utilizada num anúncio afeta a atitude positiva dos consumidores face ao anúncio
e a avaliação global do produto apresentado. Adicionalmente, analisa-se o papel mediador
do Product Awareness e do Product Knowledge nesta relação, bem como o efeito
moderador da preferência pela música clássica.
A investigação seguiu uma abordagem quantitativa e foi realizada através de um
estudo experimental com uma amostra de 271 mulheres, recrutadas maioritariamente
através das redes sociais e estabelecimentos de beleza. As participantes foram expostas
aleatoriamente a um dos dois anúncios da marca Pantene, diferenciados apenas pela
música de fundo (clássica versus eletrónica). Posteriormente, responderam a um
questionário que avaliava as variáveis ditas anteriormente.
Os resultados indicaram que a utilização da música clássica num anúncio, quando
comparada com a música eletrónica, tem um impacto positivo significativo na avaliação
global do produto, embora não apresente o mesmo efeito direto na atitude positiva face
ao anúncio. Verificou-se ainda que o Product Knowledge medeia significativamente estas
relações, apresentando um efeito de full mediation na relação entre a música clássica no
anúncio e a atitude face ao anúncio e a avaliação global do produto, o que reforça a
importância do conhecimento do consumidor na formação de perceções positivas. Por
outro lado, o Product Awareness não demonstrou um efeito mediador significativo.
Quanto à preferência pela música clássica, esta não revelou um papel moderador
relevante, na relação entre a utilização de música clássica (versus eletrónica) e a atitude
face ao anúncio e a avaliação global do produto.
Esta investigação contribui para uma melhor compreensão da relevância da
música clássica como um estímulo sensorial capaz de influenciar perceções cognitivas e
afetivas dos consumidores. Adicionalmente, a mesma oferece implicações práticas para
a criação da melhor estratégica de escolha da música de fundo nos anúncios, levando ao
sucesso das comunicações das marcas e promovendo experiências mais eficazes para os
consumidores.
This dissertation aims to investigate the influence of the use of classical music in an advertisement, compared to electronic music, on consumer behavior. More specifically, we sought to understand how the background music used in an advertisement affects consumers' positive attitude towards the advertisement and their overall evaluation of the product presented. In addition, we analyzed the mediating role of Product Awareness and Product Knowledge in this relationship, as well as the moderating effect of preference for classical music. The research followed a quantitative approach and was carried out through an experimental study with a sample of 271 women, recruited mostly through social networks and beauty establishments. The participants were randomly exposed to one of two advertisements for the Pantene brand, differentiated only by the background music (classical versus. electronic). They then answered a questionnaire that assessed the variables mentioned above. The results indicated that the use of classical music in an advertisement, when compared to electronic music, has a significant positive impact on the overall evaluation of the product, although it does not have the same direct effect on the positive attitude towards the advertisement. It was also found that Product Knowledge significantly mediates these relationships, presenting a full mediation effect in the relationship between classical music in the advertisement and the attitude towards the advertisement and the overall evaluation of the product, which reinforces the importance of consumer knowledge in the formation of positive perceptions. On the other hand, Product Awareness did not demonstrate a significant mediating effect. As for the preference for classical music, it did not reveal a relevant moderating role in the relationship between the use of classical music (versus. electronic music) and the attitude towards the advertisement and the overall evaluation of the product. This research contributes to a better understanding of the relevance of classical music as a sensory stimulus capable of influencing consumers' cognitive and affective perceptions. In addition, it offers practical implications for creating the best strategy for choosing background music in advertisements, leading to the success of brand communications and promoting more effective experiences for consumers.
This dissertation aims to investigate the influence of the use of classical music in an advertisement, compared to electronic music, on consumer behavior. More specifically, we sought to understand how the background music used in an advertisement affects consumers' positive attitude towards the advertisement and their overall evaluation of the product presented. In addition, we analyzed the mediating role of Product Awareness and Product Knowledge in this relationship, as well as the moderating effect of preference for classical music. The research followed a quantitative approach and was carried out through an experimental study with a sample of 271 women, recruited mostly through social networks and beauty establishments. The participants were randomly exposed to one of two advertisements for the Pantene brand, differentiated only by the background music (classical versus. electronic). They then answered a questionnaire that assessed the variables mentioned above. The results indicated that the use of classical music in an advertisement, when compared to electronic music, has a significant positive impact on the overall evaluation of the product, although it does not have the same direct effect on the positive attitude towards the advertisement. It was also found that Product Knowledge significantly mediates these relationships, presenting a full mediation effect in the relationship between classical music in the advertisement and the attitude towards the advertisement and the overall evaluation of the product, which reinforces the importance of consumer knowledge in the formation of positive perceptions. On the other hand, Product Awareness did not demonstrate a significant mediating effect. As for the preference for classical music, it did not reveal a relevant moderating role in the relationship between the use of classical music (versus. electronic music) and the attitude towards the advertisement and the overall evaluation of the product. This research contributes to a better understanding of the relevance of classical music as a sensory stimulus capable of influencing consumers' cognitive and affective perceptions. In addition, it offers practical implications for creating the best strategy for choosing background music in advertisements, leading to the success of brand communications and promoting more effective experiences for consumers.
Descrição
Palavras-chave
Música Clássica Atitude Positiva face ao Anúncio Avaliação Global do Produto Product Awareness Product Knowledge Preferência pela Música Clássica Classical Music Positive Attitude Toward the Ad Overall Product Evaluation Product Awareness Product Knowledge Preference for Classical Music
Contexto Educativo
Citação
Machado, Joana Andreia Simões (2025). “Música clássica versus. eletrónica em anúncios: impactos no conhecimento e avaliação global do produto e na atitude face ao anúncio”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão