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동일한 음악에 대한 소비자의 감정반응 차이: 광고음악이 유도할 수 있는 감정에 대한 가능성

Differences in Consumers' Emotional Response to the Same Music: Focusing on the Possibility of Emotions That Advertising Music Can Induce

김주호|손주영|이은정
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2021.02|상품학연구 (Journal of Product Research)|제39권 제1호|pp. 141-149|DOI 10.36345/kacst.2021.39.1.017

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참고문헌

키워드

커뮤니케이션성별gendercommunication사전지식감정반응prior knowledgeemotional reaction광고음악Thayer 감정모델advertising musicThayer emotional model
주제분류경영학

초록

본 연구는 음악에 의해 유도된 감정과 소비자의 개인적 특성의 조절적 역할을 검증하고자 한다. 화성진행이 다른 음악 자극을 통해 참가자들의 감정을 측정하였으며, 실험결과 특정 음악적 자극이 소비자의 특정 감정을 유발할 수 있는지 여부를 확인하였다. 구체적으로는 성별과 사전 지식 등 개인의 특성에 따라 음악적 자극이 소비자의 감정에 영향을 미친다는 연구 이론을 검증했다. 분석 결과, 성별에 따른 유의미한 차이가 나타나지 않았다. 또한 사전 지식에 따른 차이도 유의미한 결과를 보여주지 못하였는데, 이는 음악에 대한 자극 반응이 개인적 특성에 따른 특수한 기호나 취향이 있는 결과물이 아니라는 사실을 뒷받침하고 있다. 이러한 결과를 바탕으로 본 연구는 광고 커뮤니케이션에 효과적으로 활용될 수 광고 음악의 구성적 특징을 밝히고, 음악이 성별 및 음악에 대한 사전지식의 정도와 관계없이 소비자에게 보편적으로 적용할 수 있는 설득의 도구로 활용되어질 수 있음을 알았다. 본 연구는 음악과 감정 그리고 삶의 질에 대한 보다 다양한 연구영역으로 연구범위를 확장시키는데 기여할 수 있을 것이다.

Abstract

This study attempts to verify the role of emotions induced by music and demographic characteristics of consumers. Participants' emotions were measured through musical stimulation of different chord progression, and it was confirmed that a specific musical stimulus could trigger a specific emotion of a consumer. Specifically, we verified the research theory that musical stimuli would affect consumers' emotions according to their personal characteristics such as gender and prior knowledge. The analysis showed no significant differences in gender. In addition, there aren't any differences in prior knowledge either, which supported the fact that reactions for musical stimuli were not the results of special tastes or tendency based on the personal characteristics. Based on these results, this study reveals the constitutive characteristics of advertising music that can be effectively used for advertising communication. It was found that music can be used as a tool of persuasion that can be universally applied to consumers regardless of gender and level of prior knowledge about music. This study could contribute to expanding the scope of research into more diverse areas of research on music, emotions and quality of life.

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