The information processing on persuasion towards young consumer decision making in music television advertising: Experts view

Abstract

Advertising should be persuasive in nature as to make sales from consumers. It becomes increasingly popular as more people who are working on their own business and companies turn to advertising as a platform for getting their products or services known by consumers. The aim of this study is to discover how information processing of music in advertisement content affect young consumers decision making towards the advertised product or services. The Elaboration Likelihood Model (ELM) is chosen as a base to explain persuasive information processing of advertisement towards young consumer decision making. The methodology employed to carry out the study was through an in-depth interview with experts based on snowball sampling. The experts consists of academicians, advertising practitioners and musicians. The interview was carried out by using semi-structured question.The matic analysis reveals two themes emerged from this study, which is consumers judgement and consumers stay updated behaviour. The findings in this study showed that information processing of young consumers towards advertisement content through the mixture of music can affect their decision making mood related products or services advertisement. This study contributed to our understanding of how young consumer view, hear and process the information of the advertisement content is important in terms of making them engage with upcoming products or services in the market as well as it helps the advertiser and marketer to gain their profit effectively.