The influence of music proeminence in short term memory and attitude toward brand and advertising

Abstract

The aim of this study is to investigate the influence of the music foreground or background, on the attitude to the brand, advertising and short-term memory. It was chosen two real brands for the study who do not have a strong presence in the Brazilian market to avoid the prior knowledge of the brand. We used two different categories: fast food (Chicken Treat) and automobile (Mazda). The experimental design has considered foreground and background music as independent variables and had two product categories to compare the results. Two existing audiovisual ads were used, not broadcasted in the Brazilian market, with handling narrations and music boss in the foreground and background. 180 valid responses were obtained, 63 in pre-trial stages and 117 in the experiment. Results for both product categories show that spontaneous short-term memory is affected by the foreground music. Attitudes were positive for both categories and music situations.