The Effect of Jingle Familiarity and Tempo on Consumer Perception

• Main Authors: Yu-Hsuan Liu, 劉于瑄
• Other Authors: Etta Y. I. Chen
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/94120816187077395560

碩士 === 元智大學 === 經營管理碩士班(國際企業學程) === 101 === To investigate the effect of melody familiarity and music tempo on consumer perception, and the moderating effect of NFC, this study conducted an experiment. The subjects could be divided into five groups included 4 combinations of melody familiarity and music tempo plus one spoken group as the controlled group. The results showed that familiar melody, or slow tempo would lead better message recall, but the familiar melody would also produce lower WTP. However, there was no significant moderating effect of NFC in this study. Although the main function of jingles is to deliver message to consumers, this study also proved that jingles can also influence advertising attitude and WTP.