Music in AdvertisingA Classical Conditioning Approach

Hongsheng Zhang 25370197

MKF9110 Theory and Process of Buyer Behaviour 7:30 Tutorial

“ A stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. ”�

ClassicalConditioning

Unconditioned StimulusMeat Paste

Conditioned StimulusBell

Unconditioned ResponseSalivation

Conditioned ResponseSalivation

Conditioned StimulusBell

Shiffman, L, O'Cass, A, Paladino, A, D'Alessandra, S, & Bednall, D. (2010). Consumer Behaviour (5th ed.). Australia: Pearson Australia.

http://youtu.be/bFpAlt9X_Zw

5 Sec JingleIn Outdoor Area - Beach, School Playground....

In Regular Intervals

Unconditioned Stimulus

Conditioned Stimulus

Concern of your health

Jingle

Unconditioned Response

Conditioned StimulusJingle

Conditioned Response

Wear Sun Protection

Music & CC can affect people’s behavior.We Know

Can music affect people’s PRODUCT CHOICE by using CC?

But

Professor Gerald J. Gorn

Experiment244 Students McGill University, Canada

Listen to music while watching slide about pens

Take either A light blue or beige pen as gift

Liked Music Disliked Music

“Help Ad Agency select music for Pen Company”

Evaluated the music on scale of Dislike Very Much (1) ~ Like Very Much (5)

Gorn, Gerald J. (1982). The Effects of Music In Advertising On Choice Behavior: A Classical Conditioning Approach. Journal of Marketing, 46(1), 94-101.

LikedDisliked

Light BlueBeige

Liked Music Disliked Music

Choose Colour of the pen

Show on the Slide79% in the group thatListen to Liked Music

Choose Colour of the pen

Show on the Slide30% in the group thatListen to Disliked Music

Gorn, Gerald J. (1982). The Effects of Music In Advertising On Choice Behavior: A Classical Conditioning Approach. Journal of Marketing, 46(1), 94-101.

Professor Gerald J. Gorn

Experiment

Unconditioned Stimulus

Conditioned Stimulus

Unconditioned ResponseColour Preference

Conditioned ResponseConditioned StimulusColour Select

Professor Gerald J. Gorn

Experiment

Product Preference

ProductConditioned Stimulus

MusicUnconditioned Stimulus

+

Unconditioned Response

Product ChoiceConditioned Response

In General...

youThank

ReferenceGorn, Gerald J. (1982). The Effects of Music In Advertising On Choice Behavior: A Classical Conditioning Approach. Journal of Marketing, 46(1), 94-101.

Allen, Chris T., & Madden, Thomas J. (1985). A Closer Look at Classical Conditioning. Journal of Consumer Research, 12(3), 301-315.

Shiffman, L, O'Cass, A, Paladino, A, D'Alessandra, S, & Bednall, D. (2010). Consumer Behaviour (5th ed.). Australia: Pearson Australia.