Sound off (or sound on): melodic repetition, sonic branding and interactive advertisements
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This study examined whether or not familiarity, defined as repeated exposure to melodies, affects attitude toward and recognition for information of an advertised brand or interactive advertisement, differently than unfamiliar melodies. With four levels of repetition (multiple repetition, one repetition, a new melody and no melody), attitude and recognition data were collected and analyzed to test for significant differences among the four levels. Attitude was measured using two nine-point Likert indexes (one for attitude toward the brand, one for attitude toward the interactive advertisement) and recognition was measured using multiple-choice questions. Response latency data were collected to index the availability of these the attitude toward the brand. There is a unique pattern displayed between the four levels. Attitudes tend to be the most positive and most strong when no sound is paired with an interactive advertisement. However, attitudes become more positive and stronger between 1 melody repetition and 3 repetitions. Repetition showed no significant impact on attitude toward the advertisement or recognition for information contained in the advertisement. The key conclusion from the study is that researchers and advertisers alike need to continue to conduct sonic branding research to develop more appropriate measurement scales and stimulus material.