廣告音樂對消費者的影響及其研究方法

The Effect of Ad Music on the Consumer- A Research Framework

當廣告與消費者研究人員在研究廣告音樂的效果時，研究工作可能較著重於對音樂訊息有意識的心理操弄，而認為受測者的反應為情感性的，雖有研究探討廣告音樂在認知層面的影響，但難以對其真實效果加以確認。本研究提出廣告音樂可能在一「有限訊息傳遞系統」的認知過程中運作，並發展認知心理學的研究方法以補廣告與消費者研究人員所慣用的標準過程追蹤方法之不足。

While Ad and consumer researchers have evinced considerable interest in the effect of Ad music, works have centered on the conscious mental manipulation of music message and argued if he respondents were dominated by their feelings. This paper addresses that the effect of music may work in the cognitive process of 'limited information delivering system' and consequently attempts to develop a research method to support the standard process tracing methods commonly adopted by the cognitive psychology researchers.