| Titre : |
What if listening to sad-sounding music made you a better person? : A study on music tonality, conveyed mood & emotion congruity, applied to ethical consumer behavior |
| Type de document : |
Mémoire |
| Auteurs : |
Irene PAULET, Auteur |
| Année de publication : |
2021 |
| Importance : |
24 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
ETHIQUE ; MUSIQUE ; PERSONNALITE ; PERSONNE MORALE
|
| Résumé : |
When considering surrounding environment, the role of music in product marketing is fundamental. Different tonalities, rhythms, instruments, voice effects or seasonal music effects can influence customers in their purchase decision or behavior. What’s more, background music, whether played in department and retail stores, or in promotional ad campaigns online, represents a fundamental marketing parameter that is easy to adapt to fit different product imperatives and maximize atmosphere and product congruence, which in turn will lead to higher purchasing behavior.This paper examines the possible links that exist between the mood that background music conveys and the effect it has on consumer behavior, and especially ethical behavior (i.e., when donating to charity). A statistical study was conducted in order to study how different music moods impact ethical consumer behavior, therefore leading to higher predictability concerning purchasing behavior.After reviewing key concepts and a short literature review for this paper, I will present the conceptual framework as well as the hypotheses formed before conducting research. The study will be based on a schema of congruity, acknowledging the question whether music mood congruence with ethical issues at stake lead to a congruent perception, and therefore to higher predictability.Following a discussion on study results, this paper includes recommendations for acting marketing managers and possible directions for future work on the subject. |
| Programme : |
MSc Wine & Gastronomy |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538588 |
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