scholarly journals Music and Its Familiarity Affection on Audience Decision Making

2019 ◽  
Vol 11 (1A) ◽  
pp. 70
Author(s):  
Syazwani Mahsal Khan ◽  
Assoc. Prof. Dr. Norsiah Abdul Hamid ◽  
Dr. Sabrina Mohd Rashid
Keyword(s):  
Decision Making ◽  
Thematic Analysis ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Snowball Sampling ◽  
Advertising Industry ◽  
Depth Interview ◽  
Musical Tone ◽  
Likelihood Model ◽  
Study Repetition

<p class="Default"><em>This article discuss a problem regarding the lack of using familiar music and its effect on audience decision making to buy advertised products or services. This study is to help the experts to maintain young audience focus while selling their products or services more effective using the familiar music in the advertisement content. The utilization method used for this study was in-depth interview, involved with ten informants which covered experts from academicians, advertising practitioners and musicians. It based on snowball sampling, because not all these experts have the knowledge on this issue. The Elaboration Likelihood Model was applied to show the process of decision making. Thematic analysis used to analyze two themes emerged from this study; Repetition of Musical Tone as Remembrance. This study may provide contribution in terms of ideas for music and advertising industry producing familiar catchy musical sound for their purpose.</em></p><p class="Default"> </p>

Music in Advertisement on Social Media Platforms Towards Malaysian Young Consumers’ Decision Making to Purchase

2021 ◽  
Vol 37 (3) ◽  
pp. 1-17
Author(s):  
Syazwani Mahsal Khan ◽  
◽  
Norsiah Abdul Hamid ◽  
Sabrina Mohd Rashid ◽  
◽  
...  
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Information Processing ◽  
Structured Interview ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Snowball Sampling ◽  
Young Consumers ◽  
Likelihood Model ◽  
Social Media Platforms

Advertising is a type of paid media in which people can promote their products and services through mainstream or social media platforms. It turns out to be progressively mainstream as more individuals who are dealing with their own businesses and organisations go to publicising as a stage to get their products or services known by their own consumers. The purpose of this study is to explore how information processing of music affects young consumers’ decision making in social media advertisements. The Elaboration Likelihood Model (ELM) is chosen as a framework to explore how information processed from music influences young consumer’s decision making process. The methodology utilised in this study was in-depth interviews with experts based on snowball sampling. The experts comprise of academicians, advertising professionals and musicians. Semi-structured interview questions were applied in this study. Then, thematic analysis uncovers two emerging themes: consumers’ preferences of products and consumers’ motivation on spending. The findings of this study revealed that information processed from music on advertisements, available on social media platforms, can affect young consumer’s decision making to purchase. This study contributed to our understanding that music used in an advertisement, and in this case on social media, can influence young consumers to develop preference towards the advertised product. This is a subtle approach to influence their decision to purchase products in the future. As a result, they are more likely to engage with upcoming product advertisements. Keywords: Social media advertising, information processing, elaboration likelihood model (ELM), music, decision making.

The Elaboration Likelihood Model: A Meta-Theory for Synthesizing Auditor Judgment and Decision-Making Research

2018 ◽  
Vol 37 (4) ◽  
pp. 169-186 ◽  
Author(s):  
Emily E. Griffith ◽  
Christine J. Nolder ◽  
Richard E. Petty
Keyword(s):  
Decision Making ◽  
Elaboration Likelihood Model ◽  
Judgment And Decision Making ◽  
Future Research ◽  
Elaboration Likelihood ◽  
Auditor Judgment ◽  
Motivational Interventions ◽  
Two Samples ◽  
Likelihood Model ◽  
History Of

SUMMARY Critics argue that audit research rarely impacts practice, in part due to challenges associated with synthesizing and interpreting research. We propose that using the Elaboration Likelihood Model (ELM) as a meta-theoretical framework can help in understanding the collective findings within auditor judgment and decision-making (JDM) research. Our goal is to demonstrate the utility of the ELM by interpreting the results of two samples of studies on client cooperation and auditors' moods. Our synthesis of client cooperation studies suggests cooperation on a current issue affects auditors' judgments only when auditors lack motivation to think carefully about the task. In contrast, a history of client cooperation tends to bias even highly motivated auditors' judgments. Our synthesis of mood studies suggests motivational interventions are necessary, but not sufficient, to mitigate mood's effects on judgments. Our ELM interpretations offer theoretical explanations for seemingly unrelated predictions and findings that can inform future research and practice.

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