Companies selling ethical and sustainable products should use up-tempo major fashion music in their marketing to help well-meaning consumers turn their good intentions into actual purchases, new research from the University of Bath shows.
The research offers green companies a way to bridge the consumer ‘attitude-behaviour gap’, where what consumers say differs from what they actually do, a particular challenge in ethical and sustainable markets.
Studies have shown that about 30% of consumers say they care about brand ethics, but only 3% translate their words into deeds. A similar number indicate to give green consumption, but only 5% buy green products.
“This attitude gap is a serious marketing problem, because any exaggeration of consumers’ ethical concerns can distort the market, leading to oversupply. Our research suggests a way to bridge that gap by using ad music more creatively — specifically, to up — tempo, major-mode music,” said Dr Haiming Hang of the University’s School of Management. A music mode is a kind of scale with clear melodic characteristics. It can be classified as large or small and can cause strong but very different feelings and emotional reactions in consumers. While music in the major mode is often associated with positive emotions such as happiness and joy, music in the minor mode is often associated with negative emotions such as sadness and anger. Tempo is the rate at which the musical passage progresses – music is considered slow when the tempo is below 72 beats per minute, and fast when the tempo is above 94 beats per minute.
“It’s no surprise that music affects consumers – we know that consumers who enjoy the music associated with brands will view that brand more positively and it will make them more likely to buy the product. That’s the subjective aspect of music — what’s more important is the objective aspect — pace and mode,” Hang said.
“Our research shows that music in main mode is effective in narrowing the attitude-behavior gap by 40% to 50%. And since fast-paced music tends to elicit positive feelings, such as happiness, our research suggests that the attitude-behavior gap is narrowest when music in the large mode is played at a fast tempo,” he said. Hang said the study — “Disentangling Effects of Subjective and Objective Characteristics of Commercial Music” — created several radio ads for two fictitious products: an electric car (EcoCar) and a reusable coffee mug (EcoMug) and examined how music influenced purchase intentions. across multiple experiments.
Hang said the survey results were true regardless of consumer music background and for every type of green product being advertised.
“Marketers need to be aware that simply recording a piece of music that consumers like may not be enough. When including music in advertisements, marketers need to recognize the importance of music mode and tempo to ensure a favorable attitude towards relative to a brand translates into sales,” Hang said.
Materials provided by the University of Bath. Note: Content is editable for style and length.
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| Symbol | Name | Price (Intra day) |
|---|---|---|
| NIO | NIO Inc. | 22.36 |
| AMZN | Amazon.com, Inc. | 107.40 |
| AAPL | Apple Inc. | 137.44 |
| ITUB | Itau Unibanco Holding S.A. | 4.3700 |
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The fair will not observe the public holiday, neither with closure nor with limited hours. The bond markets close early, at 2 p. To see also : 5 uplifting moments in Latin music this week (June 25).m., on Friday, December 31, 2021. The exchanges will be open that day.
