Effect of background music and hierarchy-of-effects in watching women's running shoes advertisements

Uhm, Jun-Phil; Lee, Hyun-Woo; Jin-Wook, Han; Kim, Dong-Kyu

doi:10.1108/ijsms-09-2020-0159

Cited by 11 publications

(6 citation statements)

References 63 publications

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“… 17 Based on arousal theory, Uhm (2022) found that adding event theme songs to sports advertisements can better attract consumers’ attention. 18 …”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

Effect of Listening Channels for Sport-Event Theme Songs on Willingness to Share

Zhao,

Zhang,

Wang

et al. 2024

PRBM

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Purpose The sport-event theme songs is a crucial means to evoke consumer enthusiasm and boost the influence of sport event. This research aims to examine the effects of direct and indirect listening channels for sport-event theme songs on consumers’ willingness to share. Methods In this research, three between-subjects experiments were conducted to measure the effect of listening channels for sport-event theme songs on the willingness to share, along with the moderating effects of fans’ fanaticism and sport-event type. All participants in the experiments were social populations from China. Results Study 1 reveals that direct listening is more likely to cause consumers to share cognitive information about sport-event theme songs; indirect listening, meanwhile, makes them more willing to share the emotional value of the songs. Study 2 indicates that fans’ fanaticism moderates the relationship between listening type and shared content. In the case of low fanaticism, indirect listening can increase consumers’ willingness to share sport-event theme songs compared with direct listening. Study 3 reveals that sport-event type moderates the relationship between listening type and shared content. For public welfare sport events, indirect listening is more likely than direct listening to cause consumers to share the emotional value of sport-event theme songs. For commercial events, compared with indirect listening, direct listening is more likely to cause consumers to share cognitive information about sport-event theme songs. Conclusion The results of this research unveiled the effect of listening channels for sport-event theme songs on the willingness to share, as well as the theoretical mechanisms behind them. In addition, this research enriches the research on listening channels in the field of psychology and provides an important basis for improving the effectiveness of sport-event theme songs.

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“… 17 Based on arousal theory, Uhm (2022) found that adding event theme songs to sports advertisements can better attract consumers’ attention. 18 …”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

Effect of Listening Channels for Sport-Event Theme Songs on Willingness to Share

Zhao,

Zhang,

Wang

et al. 2024

PRBM

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“…Hsu and Chen [ 110 ] analyzed the aphrodisiac effects of musical stimuli during wine tasting. Uhm et al [ 113 ] investigated the impact of music on viewers' responses to sports ads. In this systematic review, about 6.98% (6 articles) of the total research articles have been found under this cluster as compared to 6% of Shahriari et al [ 21 ] as presented in Table 1 .…”

Section: Systematic Reviewmentioning

confidence: 99%

A systematic review on EEG-based neuromarketing: recent trends and analyzing techniques

Khondakar,

Sarowar,

Chowdhury

et al. 2024

Brain Inf.

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Neuromarketing is an emerging research field that aims to understand consumers’ decision-making processes when choosing which product to buy. This information is highly sought after by businesses looking to improve their marketing strategies by understanding what leaves a positive or negative impression on consumers. It has the potential to revolutionize the marketing industry by enabling companies to offer engaging experiences, create more effective advertisements, avoid the wrong marketing strategies, and ultimately save millions of dollars for businesses. Therefore, good documentation is necessary to capture the current research situation in this vital sector. In this article, we present a systematic review of EEG-based Neuromarketing. We aim to shed light on the research trends, technical scopes, and potential opportunities in this field. We reviewed recent publications from valid databases and divided the popular research topics in Neuromarketing into five clusters to present the current research trend in this field. We also discuss the brain regions that are activated when making purchase decisions and their relevance to Neuromarketing applications. The article provides appropriate illustrations of marketing stimuli that can elicit authentic impressions from consumers' minds, the techniques used to process and analyze recorded brain data, and the current strategies employed to interpret the data. Finally, we offer recommendations to upcoming researchers to help them investigate the possibilities in this area more efficiently in the future.

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“…The format of VAR sponsorship has never been compared with advertising and event sponsorship. Considering our previous argument that attention positively influences attitude (Uhm et al, 2021), the following research question determines which format most affects attitude toward the brand: RQ3. How do the VAR sponsorship formats influence attitudes toward brands compared to brand-inserting advertising and sponsorship competition property, regardless of congruence?…”

Section: Conceptual Frameworkmentioning

confidence: 99%

Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study

Santos

Sánchez‐Franco²,

Moraga³

et al. 2022

IJSMS

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PurposeThis study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship.Design/methodology/approachAn experiment with 809 subjects is conducted by analyzing 20 one-minute video clip stimuli from a Premier League soccer game divided into four formats: two formats of VAR sponsorship, advertising, and conventional sponsorship.FindingsThe results show that the indicators of recall, credibility, and perceived congruence improve when the VAR sponsorship format is used.Originality/valueThis is the first manuscript to examine the effectiveness of a new type of sponsorship: VAR sponsorship. This manuscript provides metrics that will guide practitioners on whether to use this type of sponsorship.

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Effect of background music and hierarchy-of-effects in watching women's running shoes advertisements

Cited by 11 publications

References 63 publications

Effect of Listening Channels for Sport-Event Theme Songs on Willingness to Share

Effect of Listening Channels for Sport-Event Theme Songs on Willingness to Share

A systematic review on EEG-based neuromarketing: recent trends and analyzing techniques

Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study

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