The effects of repeated exposure to sound logo and melody familiarity on product evaluations

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  • サウンドロゴの反復呈示とメロディ親近性が商品評価に及ぼす効果
  • サウンドロゴ ノ ハンプク テイジ ト メロディ シンキンセイ ガ ショウヒン ヒョウカ ニ オヨボス コウカ

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The purposes of this study are to examine (a) the effect of repeated exposure to sound logo and melody familiarity on product evaluations, (b) the process leading from exposure to sound logos to purchases, and (c) enhanced memory for advertisement copy sentences due to incorporation within the melody. In Experiment 1, 48 participants were presented with melodies only, and no increase in their perceived liking for the melodies was observed due to repeated exposures. In Experiment 2, 55 participants either listened to sound logos or read the advertisement copy. After recalling the advertisement copy, the participants were asked about their perceptions of typicality, reliability, liking for product names included within the advertisement copy, and purchase intentions. The results indicate that perceived reliability, liking, and purchase intention increased due to melody familiarity and repeated exposures to the sound logos. The results also suggest that perceived reliability for product names is enhanced by familiarity with the melodies, and that repeated exposure to sound logos increased the participants' perceived liking and purchase intentions. Recall scores for both groups (sound logo/read advertisement copy) increased with repeated exposures, although the scores for the familiar sound logo group were better than those for the unfamiliar sound logo group.

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