An Exploration of Audience Views on Musical Power in Television Advertising and Consumer Decision Making

Abstract

The purpose of this article is to explore the exposure of musical power in television advertising on consumer decision making. This study applies an in-depth interview as the method of data collection from young consumers. The in-depth interview involves ten informants that were selected based on purposive sampling. The sampling was chosen based on demographic and psychographic survey as to explore their knowledge of topic interest. The Elaboration Likelihood Model (ELM) was applied to view the process of decision making among young consumers vis-à-vis of musical content in television advertisement. Using thematic approach, two themes emerged from qualitative data. The finding reported in this study, revealed that music in advertisement affects audiences’ emotions and moods. Also, music in advertisement shapes perception about the advertised products or services. This study contributes by offering relevant insight to the advertising and music industries in incorporating musical tones and catchy sounds as an important component of advertisement content.