Efeitos da publicidade em plataformas de música streaming na memória e atitude do consumidor

Abstract

Listening to music streaming has become a popular option due to the ubiquity nature of the PC's and mobile devices and the development of specialized service platforms. If listening music is considered a pleasurable leisure experience listening advertising placed in the middle of that music streaming is not necessarily an enjoyable intromission. In what extent does the congruence between the music streaming and music executed in the ad influences the effectiveness of that ad? Effectiveness means the ability of the listeners to recall, to recognize the brand advertised and to elaborate a more positive attitude toward the ad. To test the congruence effect we run a between subjects experimental design in which we compare two congruent music genre (ad and streaming) and two incongruent music genre (the music genre between ad and streaming was clearly distinct). An online survey incorporating the stimuli (set of music and ad) ecologically validated the experience since participants could perform it when and how they considered more convenient under their natural and unconstrained setting (opposed to lab conditioning). We expected congruence facilitated brand memorization/attention to the ad and influenced a positive mood toward the ad. The results showed no statistically differences between treatments regardless the genres of music (rock or electronic) regarding recall and recognition of the fictions brand. However, participants did discriminate some attitudinal attributes between congruent and incongruent conditions.