Psychological Underpinnings of Marketing in The Music Industry

• Main Authors: Ko-Hsin Chang, 張可芯
• Other Authors: Luo Lu
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/10389372901837675097

碩士 === 國立臺灣大學 === 商學研究所 === 103 === Objectives undertaking this academic exploration of the psychological underpinnings of marketing in the music industry focus on gaining knowledge of what spurs consumer behavior to buy music products as well as marketing an individual''s musical talents as a professional entertainer. With the abundance of both talented musicians and performers globally, understanding marketing strategies that make these individuals'' success and why others fall short of success frames the following academic investigation that includes identifying not only what these characteristics reveal but also, how marketing strategically applies the psychological precepts and findings. In addition, identifying how consumers view the music industry purchases as valued material possessions as a matter of living adds to the objective of this research. Some of the areas in following literature review provide the consequences of the psychological relationship of the consumer to the marketing practices, marketing approaches, strategies, and engagement, loyalty/retention including consequences of the attitudinal/behavioral psychology of loyalty, as well as, the importance of understanding process oriented marketing. Understanding process oriented marketing versus imagery effect on marketing outcomes directed at the attitude and behavior of consumers in decision-making practices can make the difference between positive and negative results.