Purpose

The purpose of this study is to examine the effect of background music on consumer's psychological and physiological responses when watching sports advertisements. We investigated how consumers' exposure to background music affects emotional arousal, attention, brand attitude and purchase intentions; and further tested consumers' information processing by using the same measures. Effects of music on viewer responses were hypothesized using arousal theory while the information processing was hypothesized using hierarchy-of-effects model.

Design/methodology/approach

We employed a between-subjects experimental design with random assignment. Fifty-four participants were recruited with 27 in an experimental group and 27 in a control group. Quantitative electroencephalogram (qEEG) and self-report measures were used to assess information processing. A multivariate analysis of covariance was conducted to compare the mean differences of variables between the groups. Partial least squares algorithm and bootstrapping were performed to further explore the relationships among the measures.

Findings

Mean differences indicated that the background music exposed group's emotional arousal, attention, brand attitude and purchase intention were significantly higher than those of the non-exposure group. Path analysis showed that the level of arousal induced by watching sports advertisements affected attention, attention affected brand attitude and brand attitude affected purchase intention. Indirect paths from arousal to brand attitude and attention to purchase intention were significant.

Originality/value

This study provides practical implications for sports marketers regarding methods to increase the effectiveness of sport advertisement. Results might contribute theoretically to the sports advertisement field by demonstrating the relationship between physiological and marketing-effect factors. Our method of measuring physiological response using qEEG is also expected to influence physiological measurement in sports marketing.

中文翻译：

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背景音乐和层次效应在观看女跑鞋广告中的作用

目的

本研究的目的是考察背景音乐对消费者在观看体育广告时的心理和生理反应的影响。我们调查了消费者接触背景音乐如何影响情绪唤起、注意力、品牌态度和购买意愿；并使用相同的措施进一步测试了消费者的信息处理。使用唤醒理论假设音乐对观众反应的影响，而使用层次效应模型假设信息处理。

设计/方法/方法

我们采用随机分配的受试者间实验设计。招募了 54 名参与者，其中实验组 27 人，对照组 27 人。定量脑电图 (qEEG) 和自我报告测量用于评估信息处理。进行协方差的多变量分析以比较组间变量的平均差异。执行偏最小二乘算法和自举以进一步探索测量之间的关系。

发现

均值差异表明，背景音乐暴露组的情绪唤起、注意力、品牌态度和购买意愿显着高于未暴露组。路径分析表明，观看体育广告诱发的唤醒水平影响注意力，注意力影响品牌态度，品牌态度影响购买意愿。从唤醒到品牌态度和对购买意向的关注的间接路径是显着的。

原创性/价值

这项研究为体育营销人员提供了有关提高体育广告效果的方法的实际意义。通过展示生理和营销效应因素之间的关系，结果可能在理论上有助于体育广告领域。我们使用 qEEG 测量生理反应的方法也有望影响体育营销中的生理测量。