The background music-content congruence of TV advertisements: a neurophysiological study

• Jose M. Ausín ^[1] ; Enrique Bigne ^[2] ; Javier Marín ^[1] ; Jaime Guixeres ^[1] ; Mariano Alcañiz ^[1]
  1. [1] Universidad Politécnica de Valencia

     Universidad Politécnica de Valencia

     Valencia, España

     
  2. [2] Universitat de València

     Universitat de València

     Valencia, España

     
• Localización: European Research on Management and Business Economics, ISSN 2444-8834, Vol. 27, Nº. 2, 2021, págs. 64-77
• Idioma: inglés
• Enlaces
  • Texto completo
• Resumen

  • Music affects viewers’responses to advertisements. In this study we present thefindings of an experimentthat investigates the emotional and cognitive reactions of subjects’brains during exposure to televisionadvertisements with music congruent, and incongruent, with the advertisement content. We analyze theelectroencephalography signals and eye-tracking behaviors of a group of 90 women watching six TV adver-tisements. The study'sfindings suggested that incongruent music generates higher levels of attention andadvertisement recall. On the other hand, frontal asymmetry measured through electroencephalography wasshown to be higher with congruent music. Similarly, cognitive workload was higher when the music wasincongruent with the advertisement content. No significant differences were found in terms of advertise-ment likeability based on incongruent versus congruent music. The results demonstrated the validity of neu-rophysiological techniques for assessing the effects of levels of music congruence in advertisements.