Results May Vary: Overcoming Variability in Consumer Response to Advertising Music
本文基于多机制框架，分析了广告音乐引发消费者反应的两种变异性（个体间和个体内），并指出这些变异可能损害广告效果，最后为营销者如何利用该框架降低风险提供了初步建议。
ABSTRACT Although listening to music seems effortless, it actually involves many separate psychological mechanisms. This article describes and extends the multimechanism framework proposed by Juslin and colleagues, highlighting how the operation of psychological mechanisms leads to two general types of variability in consumer response to advertising music. First, the risk of between‐consumer variability (individual differences) in musical response is moderate or high for most mechanisms, and it often depends on each individual's particular history of exposure to music (listening biography). Second, within‐consumer variability occurs when different mechanisms have contrasting effects, so that an individual consumer's musical response is often mixed (e.g., guilty pleasures, bittersweet feelings, pleasurable sadness). Both types of variability can negatively impact advertising objectives (message reception, recall, acceptance, brand attitudes, etc.). The article offers preliminary suggestions for how marketers can use a multimechanism approach to successfully incorporate music in commercials and reduce the risk of unanticipated consumer responses. It ends with proposals for further research.