The impact of music on likability and attitude toward the brand : an experiment with Coca-Cola

Abstract

Advertisement have been around and dominating our everyday lives, from watching television to scrolling on social media. It has been used for varies reasons such as notifying the public to promoting products/service. Advertisement is made up of different aspect but one of them being background music, where one has to wonder if it has an effect on likability and attitude of the viewer. Furthermore, one has to ask whether gender and, moreover, age has an effect on likability and attitude. One company that ‘its adverts have been stood out from the rest is Coca-Cola, especially the music part of the advert, to a point where viewers can identify the brand from its music and request it to be played on the radio.

For this research ‘Taste the feeling’ and its original music was compared with two other genres of music, techno and classical music. In this study two methods where used, the quantitative where participants were divided in 3 groups and asked to fill out a questioner. Then the qualitative method was used after when 2 participants from each group were asked to do an indepth interview. The questions which were asked where to determine the likability and therefore the attitude, this is because studies have shown that individual changes its attitude when they like or dislike a person or a product.

This research was done to help us understand the power music has when it comes to advertisement and furthermore to understand what different genres of music do to different age groups.