Can Music Dominate the Brain?: Comparison between Americans and Koreans using EEG Analysis
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As a cross-cultural study, this study compared and verified the electroencephalography responses of Korean and American consumers to musical stimuli. The main purpose of using music in a marketing communication environment is to achieve favorable emotional responses induced through music. Musical factors, which are structural characteristics common to most existing music based on Western music, were set as an experimental unit, and whether music could induce specific emotions of consumers was measured through EEG analysis. In particular, the comparison of EEG responses between Koreans and Americans empirically verified existing literature studies that music has similarities and universal characteristics around the world. As a result of the analysis, there was no significant difference according to the nationality of the respondents. The fact that the stimulus response to music does not differ from culture to culture has a characteristic shared with the research results of similarities across cultures, behavioral patterns, and society in various research areas, starting with Chomsky's research. Based on the results of this study, it will be possible to contribute to the process of clarifying the musical characteristics of advertisements that can be universally applied in the global marketing environment and the emotional relationship of consumers, and identifying mechanisms that can be used as powerful tools of persuasion.
Abstract
As a cross-cultural study, this study compared and verified the electroencephalography responses of Korean and American consumers to musical stimuli. The main purpose of using music in a marketing communication environment is to achieve favorable emotional responses induced through music. Musical factors, which are structural characteristics common to most existing music based on Western music, were set as an experimental unit, and whether music could induce specific emotions of consumers was measured through EEG analysis. In particular, the comparison of EEG responses between Koreans and Americans empirically verified existing literature studies that music has similarities and universal characteristics around the world. As a result of the analysis, there was no significant difference according to the nationality of the respondents. The fact that the stimulus response to music does not differ from culture to culture has a characteristic shared with the research results of similarities across cultures, behavioral patterns, and society in various research areas, starting with Chomsky's research. Based on the results of this study, it will be possible to contribute to the process of clarifying the musical characteristics of advertisements that can be universally applied in the global marketing environment and the emotional relationship of consumers, and identifying mechanisms that can be used as powerful tools of persuasion.
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