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Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541 Exercise 48
Earworms-Music That Gets Stuck in Our Heads
Through repetitive exposure, consumers unintentionally, inattentively, unknowingly learn the jingles, and songs, which lie dormant for days, months, years, even decades in the consumers' memory that on occasion can be triggered and brought to awareness by a fragrance, a few musical notes, a flash of a picture, Such recall may be accompanied by the feeling of surprise-the unearthing of buried information-and nostalgia-memories tied to the music. Soon, however, the tune returns to its state of dormancy. 44
However, some jingles and songs in memory refuse to be "turned off" and play in an endless, repetitive loop in our heads for hours, days, and, for a small minority, even weeks or months. They pop up and demand to be sung or hummed repeatedly. They are called ear-worms. Some 98 percent of people have experienced this annoying condition. In a recent study, the top four earworms were
• Chili's "Baby Back Ribs" jingle.
• "Who Let the Dogs Out" by Baha Men.
• "We Will Rock You" by Queen.
• Kit-Kat candy-bar jingle ("Gimme a Break…").
Music most likely to cause an earworm is simple, upbeat, and repetitive and has an element of the unexpected-like a rhythmic variation, a shifting time signature, or an extra beat.
Music is a ubiquitous component of commercials. Sometimes the music is created specifically for the product-Chili's "Baby Back Ribs," Dr. Pepper's "I'm a Pepper." Sometimes the music is a piece of popular music specially culled to appeal to the target market (e.g., Apple's use of U-2's "Vertigo") and sometimes music is selected for its ability to enhance the features of the product-Rolling Stone's "Start Me Up" for a new Windows release.
As annoying as earworms can be, they do prove that music serves as a hook of sorts for brands. A better understanding of earworms may be key to a better understanding of the automaticity of music and memory.
What are the (dis)advantages of using popular music in advertisements Original music
Through repetitive exposure, consumers unintentionally, inattentively, unknowingly learn the jingles, and songs, which lie dormant for days, months, years, even decades in the consumers' memory that on occasion can be triggered and brought to awareness by a fragrance, a few musical notes, a flash of a picture, Such recall may be accompanied by the feeling of surprise-the unearthing of buried information-and nostalgia-memories tied to the music. Soon, however, the tune returns to its state of dormancy. 44
However, some jingles and songs in memory refuse to be "turned off" and play in an endless, repetitive loop in our heads for hours, days, and, for a small minority, even weeks or months. They pop up and demand to be sung or hummed repeatedly. They are called ear-worms. Some 98 percent of people have experienced this annoying condition. In a recent study, the top four earworms were
• Chili's "Baby Back Ribs" jingle.
• "Who Let the Dogs Out" by Baha Men.
• "We Will Rock You" by Queen.
• Kit-Kat candy-bar jingle ("Gimme a Break…").
Music most likely to cause an earworm is simple, upbeat, and repetitive and has an element of the unexpected-like a rhythmic variation, a shifting time signature, or an extra beat.
Music is a ubiquitous component of commercials. Sometimes the music is created specifically for the product-Chili's "Baby Back Ribs," Dr. Pepper's "I'm a Pepper." Sometimes the music is a piece of popular music specially culled to appeal to the target market (e.g., Apple's use of U-2's "Vertigo") and sometimes music is selected for its ability to enhance the features of the product-Rolling Stone's "Start Me Up" for a new Windows release.
As annoying as earworms can be, they do prove that music serves as a hook of sorts for brands. A better understanding of earworms may be key to a better understanding of the automaticity of music and memory.
What are the (dis)advantages of using popular music in advertisements Original music
Explanation
Verified
Verified
Popular music or original music is basic...
Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
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